Investigating sustainable food related lifestyles by changing the norm.
Summary
Background. The food industry produces a third of the man-made greenhouse gases and is therefore a major contributor to climate change. Sustainable food related lifestyles (SFRL) can mitigate this, e.g., consuming less meat, producing less food waist, and buying food more locally/seasonally. Based on the Value-Believe-Norm theory and the theory of planned behaviour, it is expected that norms and values influence intended SFRL. Research questions. This paper investigated whether social norms (Study 1) and personal values (Study 2) influence SFRL, and policy acceptance. Additionally, this paper investigated if social norms influence personal values and vice versa. It also explores whether green identity is a mediating factor in these relationships Method. In an experiment participants were presented with a text on the impact of the food industry. For participants in the social norms group either a descriptive or an injunctive norm was added (Study 1). For participants in the value groups either a global, ecological, or intergenerational justice value was added (Study 2). Both studies included a control group with no added norm or value. Afterwards, participants filled in a survey about norms, values, intention to adopt SFRL and policy acceptance. Results. Study 1 showed that social norms significantly influence policy acceptance (p < .01) and pro-environmental values (p < .05). Social norms did not significantly influence the intended SFRL. Green identity did not explain the found relationships of Study 1. Additionally, values did not significantly affect intended SFRL, policy acceptance and social norms (Study 2). Conclusion. Based on these studies, a policy recommendation was made. Moreover, these studies have implications concerning the integration of scientific theories, since norms seem to influence values. Furthermore, it provides new pathways for research investigating the promotion of SFRL.