Exploring the values and attitudes that promote sustainable food choice motives

Food choices play a significant role in human and environmental health; hence, individuals who make sustainable food choices (SFCs), will benefit both personal health and reduce the environmental impact of food production/consumption. However, getting individuals to adopt SFCs has been difficult. In this study, we explore the motivations to making SFCs and the values and attitudes that promote these motivations. We sampled 212 adults across the UK who responded to online measures of SFC motives, six sustainable development values (SDVs), twelve environmental attitudes (EAs), and frugality. We found that all the six SDVs and frugality were stronger predictors of SFC motives than EAs. Of the 12 EAs, only enjoyment of nature, ecocentric concerns and confidence in science and technology significantly predicted SFC motives. The findings while consistent with previous research, add novel insights into the unique and differential contributions of each SDV, frugality and some EAs. Identifying these contributions is a first step toward tailoring programs and interventions that will promote more SFCs.