Hochschule für Angewandte Psychologie FHNW
Dauerhafte URI für den Bereichhttps://irf.fhnw.ch/handle/11654/1
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Publikation Eating green. Consumers’ willingness to adopt ecological food consumption behaviors(Elsevier, 12/2011) Tobler, Christina; Visschers, Vivianne; Siegrist, MichaelFood consumption is associated with various environmental impacts, and consumers’ food choices therefore represent important environmental decisions. In a large-scale survey, we examined consumers’ beliefs about ecological food consumption and their willingness to adopt such behaviors. Additionally, we investigated in more detail how different motives and food-related attitudes influenced consumers’ willingness to reduce meat consumption and to buy seasonal fruits and vegetables. We found consumers believed avoiding excessive packaging had the strongest impact on the environment, whereas they rated purchasing organic food and reducing meat consumption as least environmentally beneficial. Similarly, respondents appeared to be most unwilling to reduce meat consumption and purchase organic food. Taste and environmental motives influenced consumers’ willingness to eat seasonal fruits and vegetables, whereas preparedness to reduce meat consumption was influenced by health and ethical motives. Women and respondents who preferred natural foods were more willing to adopt ecological food consumption patterns.01A - Beitrag in wissenschaftlicher ZeitschriftPublikation Addressing climate change: Determinants of consumers' willingness to act and to support policy measures(Elsevier, 09/2012) Tobler, Christina; Visschers, Vivianne; Siegrist, MichaelConsumers influence climate change through their consumption patterns and their support or dismissal of climate mitigation policy measures. Both climate-friendly actions and policy support comprise a broad range of options, which vary in manifold ways and, therefore, might be influenced by different factors. The aims of the study were, therefore, two-fold: first, we intended to find a meaningful way to classify different ways of addressing climate change. Second, we aimed to examine which determinants influence people's willingness to engage in these behaviors. We conducted a large-scale mail survey in Switzerland in which respondents rated, among other items, their willingness to act or support a range of possible actions and mitigations measures. A principal component analysis indicated that a distinction in terms of a behavior's directness as well as a differentiation according to perceived costs seem to be appropriate to classify climate-friendly actions. Multiple regression analyses showed that perceived costs and perceived climate benefit turned out to be the strongest predictors for willingness to act or to support climate policy measures. The strong influence of perceived climate benefit might reflect a strategy of reducing cognitive dissonance. As high-cost behaviors are more difficult to adopt, consumers may reduce dissonance by dismissing high-cost behaviors as not effective in terms of climate mitigation. Political affiliation proved to be another strong determinant of willingness to act or support. Participants on the right wing were less willing to show indirect climate-friendly behaviors, change their mobility behaviors, and to support any type of climate mitigation policy measures. Climate-friendly low-cost behaviors, however, were not influenced by political affiliation.01A - Beitrag in wissenschaftlicher ZeitschriftPublikation Konsumverhalten und Förderung des umweltverträglichen Konsums. Bericht im Auftrag des Bundesamtes für Umwelt BAFU(Consumer Behavior, ETH Zürich, 18.08.2010) Visschers, Vivianne; Tobler, Christina; Cousin, Marie-Eve; Brunner, Thomas; Orlow, Pascale; Siegrist, MichaelDer Bericht fasst das derzeitige Wissen zu Konsumverhalten und der Förderung des umweltverträglichen Konsums zusammen. Ziel der Arbeit ist es, für zukünftige Kommunikationsaktionen erfolgversprechende Ansatzpunkte und Kommunikationsstrategien aufzuzeigen. Der Schwerpunkt liegt dabei auf individuellen Entscheidungen von Konsumentinnen und Konsumenten. In einem ersten Teil werden die wichtigsten psychologischen Modelle zu Konsumverhalten und Verhaltensänderungen erläutert. Anschliessend wird eine mögliche Segmentierung der Schweizer Konsumentinnen und Konsumenten diskutiert. Dabei wird auf die Determinanten des ökologischen Konsumentenverhaltens bezüglich vier verschiedener Bereiche, nämlich Mobilität, Wohnen, Lebensmittel, Konsumgüter und Dienstleistungen, eingegangen. Zudem werden verschiedenen Möglichkeiten für Umweltkampagnen, deren Entwicklung und Evaluation vorgestellt. Schliesslich werden Faktoren, die für Erfolg und Misserfolg von Kampagnen verantwortlich sein können, analysiert.05 - Forschungs- oder ArbeitsberichtPublikation Organic tomatoes versus canned beans: How do consumers assess the Environmental Friendliness of Vegetables?(SAGE, 09.01.2011) Tobler, Christina; Visschers, Vivianne; Siegrist, MichaelThe assessment of a food product’s environmental friendliness is highly challenging for consumers because such an assessment requires the consideration of various product characteristics. Furthermore, products often show conflicting features. This study uses a choice task and a questionnaire to examine how consumers judge the environmental friendliness of several vegetables. The consumers’ assessment is compared with life cycle assessment (LCA) results, which represent the overall environmental impact of a product throughout its lifespan. In contrast to the LCA, consumers consider transportation distance rather than transportation mode and perceive organic production as very relevant for the environmental friendliness. Furthermore, consumers assess the environmental impact of packaging and conservation as more important than the LCA results show. Findings also suggest the current product information for vegetables is insufficient for judging their environmental friendliness. Implications for information campaigns and ecological food labeling are discussed.01A - Beitrag in wissenschaftlicher Zeitschrift