Sustainable Food Consumption Factors: the Case of Organic Foods
DOI:
https://doi.org/10.47058/joa13.12Keywords:
sustainable food, organic food, public health, environmental care, environmental awareness, consumer behaviorAbstract
The consumption of sustainable and organic food is a topic that has attracted the attention of researchers in recent years. This is due to more environmentally and public health-responsible consumption trends. Therefore, this study aimed to identify the theoretical factors that influence the consumption of sustainable and organic food consumption in Medellin. For this, the values-beliefs-norms model was used, including health values, health awareness, beliefs about healthy eating, and trust in food based on the normative activation model. In this sense, 124 people from the city of Medellin were surveyed. The results were analyzed based on a Structural Equation Model. The findings showed that sustainable food consumption was positively affected mainly by social norms, followed by trust in sustainable food. Also, the role of factors such as ascription of responsibility, awareness of consequences, and beliefs in healthy eating was highlighted. Finally, a gap was found between the ascription of responsibility versus awareness of the consequences, reflecting feelings of powerlessness among people. The findings of this study offer valuable practical implications for producers, marketers, and local governments, promoting policies and practices that encourage more conscious and environmentally friendly consumption.
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Copyright (c) 2025 Paula Rodríguez-Correa, Lucia Palacios-Moya, Jhon Hanner Muñoz, Alexandra Muñoz Medina
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