Goal-framing theory for sustainable food behaviour : The added value of a moral goal frame across different contexts

Summary

Supporting sustainable consumer choices is critical as consumers show inconsistencies in their sustainable behaviour. Consumers indicate to value the environment but do not consistently behave in a sustainable manner. This article builds upon goal-framing theory to understand and support the consistency of sustainable behaviours across contexts. More specifically, it contributes to the literature by developing a food-specific goal-framing measurement that adds a moral goal frame to the existing gain, hedonic, and normative goal frames (Study 1; N = 1,100; measuring goal frames). Moreover, the results reveal a contrast between the gain and hedonic frames that are currently activated in the included real-life food choice situations (Study 2, N = 1,100; between-subjects design with three real-life food contexts, measuring goal frames, social norms, and intentions) and the moral frame, which is most consistently associated with sustainable behaviours (Study 2 and Study 3 [between-subjects design activating four goal frames, measuring goal frames and sustainable behaviour]). The findings demonstrate the relevance of moral goal frames to enforcing sustainable food transitions, for example by devising means of adapting the food environment to activate consumers’ moral rather than gain and hedonic goal frames.