Unpacking the Drivers of Sustainable Food Purchase Intention: Theoretical Insights into Sustainable Consumption Behaviour

Shaw, Kar Poh (2025) Unpacking the Drivers of Sustainable Food Purchase Intention: Theoretical Insights into Sustainable Consumption Behaviour. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

Text 46 Shaw Kar Poh (MBA).pdf Restricted to Registered users only Download (1MB)

Abstract

This research aims to examine the key determinants that influence both sustainable food purchase intention and sustainable food consumption behaviour among Malaysian consumers. By exploring the factors that drive individuals to adopt sustainable food consumption behaviour and assessing the mediating role of sustainable food purchase intention, the study provides meaningful insights into the underlying motivations behind sustainable consumption behaviour. Specifically, this study investigates how five variable, which are affect, social factors, facilitating conditions, functional value, and epistemic value impact on sustainable food consumption behaviour, with sustainable food purchase intention serving as a mediator in this relationship. In alignment with Malaysia’s commitment to the 2030 Agenda for Sustainable Development adopted at the United Nations General Assembly, there is a growing need to promote sustainable practices across both corporate operations and individual consumer behaviours. As the country advances toward a more sustainable society, understanding what drives sustainable food consumption becomes increasingly relevant. To support the development of the conceptual framework, this study integrates two theoretical foundations, Theory of Interpersonal Behaviour (TIB) and the Theory of Consumption Values (TCV), which collectively provide a robust lens to interpret the complex interplay between personal, social, and contextual factors in influencing behaviour. Data for this research were collected through a structured questionnaire administered to 171 consumers residing in Malaysia. The survey responses were analysed using SPSS for preliminary statistics and SmartPLS for structural modelling and mediation analysis. The findings reveal that sustainable food consumption behaviour is positively influenced by both facilitating conditions and epistemic value, as well as by sustainable food purchase intention. Furthermore, the results indicate that facilitating conditions and epistemic value significantly influence sustainable food purchase intention, which in turn mediates their effects on actual consumption behaviour. These insights underscore the significant influence of both facilitating conditions, which reflect individuals’ perceived ability and control in making sustainable food choices, and information-seeking motivations in shaping sustainable food consumption behaviour. The findings offer practical implications for policymakers, businesses, and sustainability advocates seeking to promote sustainable food consumption practices across Malaysia.