Emotions associated with the intention to purchase sustainable food: An assessment within and between different...

This study investigates the role of emotions in predicting sustainable food purchase intentions. A national representative sample from Norway (N = 785) was randomly assigned to rate their emotional response to specific food categories: livestock, capture fishery, aquaculture, and hunting. Emotional responses to each food category were of moderate intensity but there were no significant differences between specific animal-sourced foods. Findings from a series of regression analyses showed that egoistic values positively predict the intensity of positive and negative emotions for all food categories. Additionally, it was shown that individual differences in biospheric values (when strong) and hedonic values (when weak) predicted stronger negative emotions. Further analysis showed that negative emotions are the most consistent predictor of willingness to pay for sustainable animal-sourced food. These findings suggest that negative emotions can potentially be leveraged to enhance sustainable animal-sourced food consumption intentions.