Articlehybrid2022

A hierarchy of sustainable grocery shopping behaviours: Using Rasch modelling to explore adoption groups

Alexandra Ganglmair‐Wooliscroft · Ben Wooliscroft

7 citations0/0 files storedJournal of Consumer Behaviour

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Environmental Sustainability in Business Environmental Education and Sustainability Consumer behavior in food and health

Abstract

Abstract Grocery shopping is a major contributor to unsustainable consumption in the developed world. This study constructs a hierarchy of sustainable grocery shopping (SGS), using a broad range of SGS consumption activities that contribute to an individual's aggregate grocery shopping. We confirm the suitability of Rasch modelling to construct the SGS hierarchy and, recognize the definitional equivalence between features of the Rasch model and Rogers' adoption groups. Our results are transformed into theoretically founded, empirically observed SGS adoption segments. SGS adoption groups are analysed with reference to multiple research streams. Our results show that the diffusion of SGS behaviours in a population is in its early stages and most SGS adoption segments undertake a limited number of SGS behaviours. Demographic characteristics do not contribute to explaining SGS membership, but personal values do. Personal values are also related to the observation of spill‐over between items of similar behavioural difficulty, rather than within product categories. Only the most advanced SGS adoption groups consider sustainably sourced food as a decision criteria. We show the importance of investigating SGS with a systemic approach.

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References

1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 2003Diffusion of innovations 2003Applying the Rasch Model: Fundamental Measurement in the Human Sciences 2012An Overview of the Schwartz Theory of Basic Values 2003Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation 2007A new look at habits and the habit-goal interface.2010Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers 2010Mindful consumption: a customer-centric approach to sustainability

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