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THE ATTITUDE–BEHAVIOUR GAP WHEN BUYING SUSTAINABLY PRODUCED AT FOOD FESTIVALS: The cost barrier

Authors: Bridgeman, Z., Whitfield, J. and Moital, M.

Pages: 214-225

DOI: 10.4324/9781003269311-23

Abstract:

Sustainable food is now a consideration for all who grow, produce, or provide food, with the events industry being no exception. This chapter explores the role of cost in the attitude–behaviour gap towards sustainable behaviours, emphasising the purchase of locally produced food and drink from eat:Festivals in the UK. The results reveal a discrepancy between consumers’ intentions and behaviours regarding environmentally friendly purchasing. Despite initial eagerness, the practical barrier of excessive prices hinders intention to purchase, aligning with Blake’s model and the Theory of Planned Behaviour. The research provides nuanced insights into the complexities of balancing pro-environmental attitudes and behaviour, uncovering factors influencing willingness to pay price premiums, including knowledge, financial situation, and contextual considerations.

Source: Scopus