Fostering local seasonality: An extended value-belief-norm model to understand sustainable food choices

As the entire global food system accounts for a significant share of total global greenhouse gas emissions, shifting towards diets that are both environmentally sustainable and healthy has become crucial. By prioritizing local and seasonal foods individuals and communities can help to reduce the environmental impact of their food choices, while also supporting local producers and economies. Psychosocial literature has already shown that Value-Belief-Norm Theory (VBN) is a solid theoretical framework to understand and predict healthy and sustainable food choices. Moreover, other studies have taken into account the additional role of green eating self-efficacy (at home and university) and green self-identity. In light of this, the present study aimed at testing an extended VBN to understand university students’ intention to consume local and seasonal food. 310 university students (age: 18–38; M = 24.18; SD = 3.83; 86.3% females) have completed a self-report questionnaire to assess the variables being studied. Results from a Structural Equation Modeling (SEM) confirmed the majority of proposed hypotheses. More specifically, intention was significantly predicted by green eating self-efficacy at home and moral norms, which, in turn, was directly impacted by ascription of responsibilities, green self-identity and awareness of consequences. Also the causal chain of VBN was confirmed, as well as the direct impact of biospheric values on self-identity. Overall, the abovementioned findings could inform future interventions aimed at promoting more sustainable food choices among university students.