INFLUENCE OF CONSUMPTION VALUES ON SUSTAINABLE FOOD CONSUMPTION AMONG ADULTS IN MALAYSIA

Abstract

Sustainable consumption is a proposed approach to addressing environmental issues that involves the active participation of consumers. The literature proposes that end consumers have the potential to make a substantial contribution to sustainable development by means of their purchasing decisions and consumption patterns. The author wanted to see the influence of different consumption values on sustainable food consumption. The data was obtained via a survey-based approach utilising structured questionnaires. The study involved the participation of 102 individuals who consume sustainable foods. The PLS-SEM technique was employed for analysing the data obtained. The results of the study demonstrate a noteworthy and favourable correlation between functional value, emotional value as well as epistemic value, and the practise of sustainable food consumption among adults in Malaysia. This research illuminates the consumption values which enable the sustainable food consumption, providing a deep understanding of consumer behaviour. For the first time, this research attempts to explore the influence among different consumption values and sustainable food consumption behaviour. It may improve the gap of inconsistency in attitude and behaviour in sustainable consumption, and provide a new perspective for the study of sustainable food consumption.