Work

The role of “localness” in sustainable food consumption: insights from sustainable coffee in Thailand

Year: 2024

Type: article

Abstract: Purpose We investigated consumers’ environmental, social and local beliefs and their impact on attitudes, subjective norms and willingness to pay for sustainable coffee in the understudied context of Thailand. Design/methodology/approach The study is based on a survey of 253 Thai consumers, analysed through an extended model of the theory of planned behaviour (TPB). Findings The study validates the TPB model in the Thai demographic, finding a significant positive impact of environmental and local beliefs and subjective norms on willingness to pay for sustainable coffee. More importantly, it proposes an extended model of TPB, stressing the central role of “local beliefs” in sustainable consumption in a Global South context. Originality/value This study demonstrates the importance of “localness” in the practice of sustainable consumption in Thailand, namely the beliefs in the support for the local economy and prosperity for the local community. This expands our understanding of the heterogeneous meanings associated with the practice of sustainable consumption in a South-East Asian context.

Source: British Food Journal

DOI: 10.1108/bfj-02-2024-0192

Authors: Roberta Discetti, Martin Osei, Sapon Pruhtpahon

Institution: Bournemouth University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

OpenAlex ID: W4403553197