Sustainable Food and Social Mechanisms : How social mechanisms influence adoption of sustainable food in a Norwegian student context.

Abstract

The purpose of this dissertation is to discover how social mechanisms influence adoption of sustainable food. The background for this is the identified growing market trends in relation to sustainable products and food. In addition, we conduct a literature review which further confirms the need to study social mechanisms in the context of sustainable food. Specifically, we study influences of injunctive norm, descriptive norm, social identity, cognitive social identity, emotional social identity, social desirability, attitude, and perceived behavioural control on adoption of sustainable food. These variables are selected based on frameworks presented by White et al. (SHIFT; 2019a) and Ajzen (TPB; 1991). The results reveal that descriptive norm, social identity, cognitive social identity, attitude, and perceived behavioural control influence adoption of sustainable food. Moreover, the study provides theoretical and managerial implications in the context of sustainable food. In terms of theoretical contributions, the thesis yields support to descriptive norm and injunctive norm, a need for expansion of the normative component in TPB, identification with social groups, and social mechanisms being important for adoption of sustainable food. In terms of managerial implications, the dissertation lends support to the marketing mix, and thereby product, price, place, and promotion. Lastly, we make suggestions for future research related to design choice, the research model and choice of variables, common method bias, the assumptions of linear regression, and the measure of intention.