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Environmental and social aspects of sustainable development – a case study of food companies including consumer attitudes and behavior

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Garbowska B. , Radzymińska M.

tom z. 192

255--273

Purpose: Competing for increasing numbers and more conscious consumers, as well as the emergence of new generations on the market, necessitates the continuous improvement of knowledge about pro-environmental and pro-social consumer attitudes and behavior. Therefore, this study attempts to: - identify the type of actions taken within the framework of sustainable development by selected food brands, - assess the pro-environmental and pro-social attitudes of young consumers purchasing food products, - determine whether environmental and social aspects are a criterion for food choice among young consumers. Design/methodology/approach: The research was conducted in two stages. In the first, an analysis was made of messages posted on the websites of selected food brands. In the second, a quantitative survey was conducted among young consumers (n = 420) by indirect online survey measurement, using a survey questionnaire posted on Google form. Findings: Young consumers have positive pro-environmental and pro-social attitudes. According to the respondents, the social involvement of companies influences the positive image and popularity of the products offered. Nevertheless, almost half of all consumers declared reluctance to pay more for the purchase of goods whose producers are involved in philanthropic and pro-environmental activities. This suggests that, in the opinion of this segment of respondents, it is entrepreneurs who should take financial responsibility for their actions by not raising the prices of the products they sell. It has been shown that concern for others by purchasing socially committed brands and the environmental friendliness of the product have lower rankings in the hierarchy of food product selection factors. Research limitations/implications: The research was conducted on a narrow subject basis, so the results obtained cannot be generalized to the entire segment of young consumers. The scope of the presented research is also limited. The results of the research should be considered as a pilot. Practical implications: The findings are relevant to managers implementing brand sustainability campaigns in the food production sector. They point to the need to continue such activities aimed at fostering altruistic and pro-environmental attitudes among the society. Originality/value: This study highlights that sustainability encompasses a wide range of activities with diverse ways of communicating value to consumers.