Understanding youth attitudes, preferences, and the role of cultural values on intention to use carbon labels on food products: a case study of Argentinian and Canadian consumers

Abstract

To reduce the environmental impact of the global food system, educating consumers through carbon labels is a promising idea for promoting adoption of sustainable diets. Additionally, the urgency of tackling the current climate crisis places young individuals at the front of environmental responsibility. Thus, the need for a comprehensive understanding of their perception of food carbon labels and the factors influencing their intention to use this mechanism is key. However, the influence of culture on their behaviour remains unclear, particularly in the Americas. This thesis aimed to provide a holistic understanding of how Argentinian and Canadian consumers perceive food carbon labels, including the impact of culture on their intention to use this tool. Two studies were conducted using an online questionnaire administered to participants aged 18 to 24 yrs. Study one adopted a descriptive approach that assessed youth familiarity with carbon footprint and carbon labels and explored their attitudes and preferences towards six carbon labels. Study two used a predictive approach that examined the influence of individual cultural values on young consumers' intention to incorporate carbon labels in their food purchasing decisions, with environmental concern as a mediating factor. Findings from the first study revealed that Canadians are more familiar with carbon footprint and carbon labels than Argentinians. However, both samples displayed low familiarity with carbon labels. Additionally, participants from both countries highly rated and preferred colourful and simple carbon labels. Results from the second study indicated that Argentinian and Canadian consumers exhibited positive attitudes towards buying carbon-labelled food and intentions to use food carbon labels. Furthermore, individualism vs. collectivism, masculinity vs. femininity, and long vs. short-term orientation indirectly influenced intention, with environmental concern playing a crucial mediating role. Collectively, these two studies provide a comprehensive understanding of the receptiveness of Argentinian and Canadian young consumers towards food carbon labels. This thesis contributes to scholarly literature by exploring the utility of the Theory of Planned Behaviour and Hofstede's Cultural Dimensions Theory as frameworks for understanding youth pro-environmental behaviour. It also provides practical suggestions for developing public initiatives and marketing approaches to promote the adoption of carbon labels among young consumers.