CHANGING PATTERNS
DOES AWE BOOST SUSTAINABLE
FOOD CONSUMPION
MENU
Introduction
Reviewing the Literature Methodology
“Our world’s $75 trillion economy, with approximately seven
billion people, makes truly unprecedented demands of the
earth’s resources”
INTRODUCTION | TOPIC CHOICE
Changes in human behavior needed to support a more sustainable future* Food industry as a major contributor**
What parties are involved?***
NGO’s
Governments Companies Customers
REVIEWING THE LITERATURE
Sustainable food consumption Awe
SUSTAINABLE FOOD CONSUMPTION
“Meeting the needs of the less well off at a global scale, providing a viable
livelihood, … respects biophysical and environmental limits, … respects
the highest standards of animal health and welfare, … and respect rural
cultures, particularly by emphasizing local products that minimize food
miles”
Building blocks*
Economic | social | environmental
Knowledgeable and motivated ‘sustainable consumers’ as motivational drivers**
Drivers of everyday consumption practices
Habits | hedonism | convenience etc.
Dual benefit for society and organizations
SUSTAINABLE FOOD CONSUMPTION
AWE
“The feeling of wonder and astonishment experienced in the
presence of something novel and difficult to grasp—a stimulus that
cannot be accounted for by one’s current understanding of the world”
Perceived vastness & need for accommodation*
Encounters with natural phenomena that are great in size, scope or complexity**
Sense of self-diminishment*** Awe as a positive emotion***
AWE
VALUES ORIENTATION &
TRANSFORMATION
Human values essential in understanding social attitudes and behavior* Four environmental-relevant values people hold**
Biospheric | altruistic | egoistic | hedonic
Sense of self-diminishment caused by awe makes people shift the attention away from the self
Modification of the value set: transforming people’s values from self-enhancing to elf-transcending
OPENNESS TO EXPERIENCE
Individuals scoring high on this trait are:*
Imaginative, original, intelligent, cultured, independent thinkers
Broad-minded, curious, sensitive to aesthetics & amenable to new ideas, experiences and depth of experience
Awe experienced more intensively, leading to more sustainable food consumption
Awe & openness to experience**
CONCEPTUAL MODEL
H1
H2a H2b
METHODOLOGY | PARTICIPANTS
Hundred and fifty four people (85 females;
M
age = 29.8,SD
= 10.91) completed the surveySnowball sampling through social media Dismissing participants
21 did no pass the reliability check
METHODOLGY | MATERIALS | AWE
Videos
Grand nature (N = 43) 2 minutes 58 seconds
Mundane nature (N = 46) 2 minutes 59 seconds
METHODOLOGY | SCALES
Willingness to buy
Bipolar scale (α = .854)
Choosing on 7 occasions between ‘Normal’ and sustainable alternative Mean across all product choices
Willingness to pay
Reservation price: maximum amount for both*
Mean of the difference between the means
Awe*
7-point scale consisting of 11 items. Measuring several emotions
Awe and sense of diminishment measured (α = .832)
Openness to experience**
7-point scale consisting of 19 items
Fantasy | aesthetics | feelings | action | ideas | values Thirteen items a = .659
METHODOLOGY | SCALES
METHODOLOGY | SCALES
Value orientation*
7-points scale consisting of 16 items in total Measured pre-test and post-test
Behavioral intention
Receiving a petition?
METHODOLOGY | PROCEDURE
Values & openness to
experience
Manipulation Emotions
check Values WTP & WTB Demographics Welcome & briefing
RESULTS | MANIPULATION CHECK
Perceived awe & sense of self-diminishment after manipulation
RESULTS | VALUE TRANSFORMATION
One-way ANCOVA to compare change in values across conditions does not
yield significant results
DV | post-test values
IV | environmental condition Covariates | pre-test values
Repeated measures ANOVA to measure change per value over time within
each condition
RESULTS | AWE & SUSTAINABLE
FOOD CONSUMPTION
One-way ANOVA
No significant difference in WTP between conditions | F (2,129) = 2.010, p = .130
Negative impact of mundane nature on WTB compared to
grand nature (also with mediation analysis)
Direct effect of openness to experience (also on WTP)
RESULTS | MODERATION ANALYSIS
RESULTS | MODERATION ANALYSIS
Direct effects of perceived awe & openness to experience on
WTP
Moderating effect of openness to experience
Dependent variable = willingness to pay
Steps for mediation analysis not met
All indirect effects go through zero
Pre-test values affecting WTB
Bio | B = .188, p = .019 Alt | B = .183, p = .089 Hed | B = -.30, p = .002
RESULTS | MEDIATION ANALYSIS
Willingness to receive a petition
Behavioral intention
Insignificant relation with environmental condition,
X²
(2,N
= 132) = 3.139,p
= .208, and perceived awe,r
= .144,p
= .103.One unit increase in willingness to buy increases the odds of people wanting to receive the petition with about 1.014 times.
Evoking awe through scenes of grand nature
No difference in WTB between grand nature condition & mundane urban,
lowest WTB in mundane nature condition
Similar results found in moderation & mediation analyses
Change in values similar across conditions
The exact composition of the values changed but no value transformation occurred
Significant decrease in biospheric values (all conditions) & altruistic values (GN & MU)
No significant change in egoistic values & hedonic values
Egoistic values score the lowest & hedonic values score the highest
Some values found to affect sustainable food consumption
Openness to experience negatively moderates the effect of perceived awe on willingness to pay
Possibly, more conservative persons get a small push, triggered by feeling awe
Openness to experience directly affects sustainable food consumption
LIMITATIONS
Demographics |occupations, age, nationality & income Product choice |meat & meat substitutes
MANAGERIAL IMPLICATIONS
Evoking awe through scenes of grand nature
Avoid scenes of mundane nature when promoting sustainable food Target individuals with high biospheric and altruistic values
