Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling

Claire May; Andrew Fearne

doi:10.29333/ejosdr/15136

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Claire May ¹ ^* , Andrew Fearne ²

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¹ Lincoln International Business School, University of Lincoln, Lincoln, UK² Norwich Business School, University of East Anglia, Norwich, UK^* Corresponding Author

Abstract

This empirical article presents the results of two interventions at different stages in the purchase process designed to influence consumer purchase behavior towards lower carbon products. Survey and questionnaire results show the potential for targeted interventions to increase awareness and understanding of complex sustainability initiatives, such as carbon labelling. Analysis of supermarket loyalty card data provides further evidence of the widely cited attitude-intention-behavior gap. The value of measuring the behavioral impact of interventions objectively is therefore highlighted. The challenge of attempting to change behavior within real world contexts, such as a retail supermarket setting, is illustrated and the consequences of this discussed. Our findings present valuable insights for researchers studying behavioral change and stakeholders attempting to influence pro-environmental purchasing behavior.

Keywords

carbon labelling
retailing
loyalty card data
sustainable purchasing behavior

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EUR J SUSTAIN DEV RES, Volume 8, Issue 4, 2024, Article No: em0267

https://doi.org/10.29333/ejosdr/15136

Publication date: 01 Oct 2024

Online publication date: 09 Sep 2024

Article Views: 262

Article Downloads: 212

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How to cite this article

APA

May, C., & Fearne, A. (2024). Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling. European Journal of Sustainable Development Research, 8(4), em0267. https://doi.org/10.29333/ejosdr/15136

Vancouver

May C, Fearne A. Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling. EUR J SUSTAIN DEV RES. 2024;8(4):em0267. https://doi.org/10.29333/ejosdr/15136

AMA

May C, Fearne A. Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling. EUR J SUSTAIN DEV RES. 2024;8(4), em0267. https://doi.org/10.29333/ejosdr/15136

Chicago

May, Claire, and Andrew Fearne. "Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling". European Journal of Sustainable Development Research 2024 8 no. 4 (2024): em0267. https://doi.org/10.29333/ejosdr/15136

Harvard

May, C., and Fearne, A. (2024). Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling. European Journal of Sustainable Development Research, 8(4), em0267. https://doi.org/10.29333/ejosdr/15136

MLA

May, Claire et al. "Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling". European Journal of Sustainable Development Research, vol. 8, no. 4, 2024, em0267. https://doi.org/10.29333/ejosdr/15136