Bridging the Intention-Behavior Gap in Sustainable Consumption
Description
The study sampled adults aged 20 and above who habitually purchase fruits and vegetables at least once a week, residing in Taiwan's six major municipalities (Taipei, New Taipei, Taoyuan, Taichung, Tainan, and Kaohsiung), chosen for their high population density, average income, and role as key consumption and information dissemination hubs (Sun, Liu, and Zhao, 2019).
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Steps to reproduce
An online survey was chosen to collect data to mitigate social desirability bias, common in self-reported data, particularly in face-to-face interviews (Davis, 2013; Dodou and de Winter, 2014; Kreuter, Presser, and Tourangeau, 2008). The survey was conducted anonymously from April 15, 2022, to June 1, 2022, to ensure respondents' privacy. The sample size was 1160, reflecting the population distribution of major municipalities in Taiwan. The survey data showed no significant nonresponse bias based on the timing of responses, indicating that respondents' support intentions toward sustainable food did not differ between early and late survey stages (p = 0.181), following Wagner and Kemmerling (2010) 's approach.
Institutions
- Tunghai University