Relevant or determinant: Importance in certified sustainable food consumption

• Published in: Food quality and preference Vol. 30; no. 2; pp. 93 - 101
• Main Authors: van Dam, Ynte K., van Trijp, Hans C.M.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01-12-2013
• Subjects: behavior; conscious consumer; Construal level theory; Determinance; environmental concern; food choices; food consumption; foods; future consequences; psychological distance; Relevance; self-control; social value orientation; surveys; Sustainability; time perspective; value elicitation; Relevance; Construal level theory; Determinance; Sustainability
• ISSN: 0950-3293; 1873-6343
• DOI: 10.1016/j.foodqual.2013.05.001

•Attribute determinance and attribute relevance are conceptually different constructs.•Determinance of sustainability can be measured independent of choice.•Determinance of sustainability predicts choice more efficiently than stated relevance.•Determinance can be predicted directly by future time perspective.
Perceived relevance and determinance are two distinct constructs, underlying the overall concept of attribute importance. The present study proposes a survey based measure of attribute determinance. Based on construal level theory it is argued and empirically shown that actual choices of certified “sustainable” food products among light users of those products are better predicted from attribute determinance than from attribute relevance.
In an empirical survey (N=1543) determinance of sustainability related product attributes is measured through a set of forced choice items and contrasted to self-reported relevance of those attributes. In line with expectations, a priori determinance predicts sustainable food choice more efficiently than perceived relevance. Determinance of sustainability related product attributes can be predicted by Future Temporal Orientation, independently of relevance of these attributes.
Understanding of the drivers of determinance of sustainability, rather than of self-reported relevance of sustainability may improve our understanding of sustainable food consumption.