A LITERATURE REVIEW ON UNDERSTANDING THE INTENTION OF SUSTAINABLE FOOD PURCHASING WITH THE THEORY OF PLANNED BEHAVIOR: CULTURAL DIFFERENCES

Abstract

World population growth and rapid industrialization are putting significant pressures on our planet's resources. The global climate crisis knocking on our door causes a decrease in agricultural areas and in turn, it affects food resources. In this process, it is expected to create awareness in the food industry. By this way, it is thought that the producer's orientation will shift towards sustainability laws. The main aim of this study is to explain the sustainable food product buying intention of consumers in different cultures in terms of the theory of planned behavior (TPB) approach. In this context, firstly, it is to find out the effects of attitudes, social norms and Perceived behavioral control (PBC) that affect consumers' purchase intention is investigated. Afterwards, the influence of collectivism, one of Hofstede's cultural approaches, and man-nature orientation factor which has just begun to be studied in the literature, on the behavioral intention formation process is investigated. The studies show that consumers who live in an individualistic culture, have high concern on sustainable food products, compared to collectivist consumers. In addition to this, it is observed that man nature orientation, which is recently studied in TPB, has an influence on attitude towards sustainable foods. As a result, it is seen that it will be easier to move towards sustainability with new approaches created by the consumer making a difference.