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Communicating Sustainable Food: Connecting scientific information to consumer action
(2014-07-03) Godfrey, David Matthew; Feng, Patrick Shiao Tsong
This thesis investigates the consumer behaviour impact of communicating environmental impact data. Using the Theory of Planned Behaviour and communication techniques from the behaviour change literature, I developed a campaign to communicate the water footprint of entrées at a university dining hall. I collected sales and production data and administered attitude surveys before and after the campaign’s implementation. In addition, I conducted qualitative interviews to explore how individuals interpreted, understood, and used the science-based information communicated. Based on available data, the campaign failed to change food purchase decisions and, over the course of the experiment, students’ attitude scores actually grew less positive toward choosing foods with low water footprints. Interview results suggest that the campaign’s effectiveness was hindered by the overpowering nature of convenience and important food attributes such as flavour, as well as a disconnection between abstract water footprint data and students’ own definitions of environmental sustainability.