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.
License
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: 253
Article Downloads: 210
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