Communicating Sustainable Food: Connecting scientific information to consumer action

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atmire.migration.oldid2254
dc.contributor.advisorFeng, Patrick Shiao Tsong
dc.contributor.authorGodfrey, David Matthew
dc.date.accessioned2014-07-03T15:16:50Z
dc.date.available2014-11-17T08:00:34Z
dc.date.issued2014-07-03
dc.date.submitted2014en
dc.description.abstractThis thesis investigates the consumer behaviour impact of communicating environmental impact data. Using the Theory of Planned Behaviour and communication techniques from the behaviour change literature, I developed a campaign to communicate the water footprint of entrées at a university dining hall. I collected sales and production data and administered attitude surveys before and after the campaign’s implementation. In addition, I conducted qualitative interviews to explore how individuals interpreted, understood, and used the science-based information communicated. Based on available data, the campaign failed to change food purchase decisions and, over the course of the experiment, students’ attitude scores actually grew less positive toward choosing foods with low water footprints. Interview results suggest that the campaign’s effectiveness was hindered by the overpowering nature of convenience and important food attributes such as flavour, as well as a disconnection between abstract water footprint data and students’ own definitions of environmental sustainability.en_US
dc.identifier.citationGodfrey, D. M. (2014). Communicating Sustainable Food: Connecting scientific information to consumer action (Master's thesis, University of Calgary, Calgary, Canada). Retrieved from https://prism.ucalgary.ca. doi:10.11575/PRISM/25359en_US
dc.identifier.doihttp://dx.doi.org/10.11575/PRISM/25359
dc.identifier.urihttp://hdl.handle.net/11023/1598
dc.language.isoeng
dc.publisher.facultyGraduate Studies
dc.publisher.institutionUniversity of Calgaryen
dc.publisher.placeCalgaryen
dc.rightsUniversity of Calgary graduate students retain copyright ownership and moral rights for their thesis. You may use this material in any way that is permitted by the Copyright Act or through licensing that has been assigned to the document. For uses that are not allowable under copyright legislation or licensing, you are required to seek permission.
dc.subjectMass Communications
dc.subjectMarketing
dc.subjectEnvironmental Sciences
dc.subject.classificationSustainabilityen_US
dc.subject.classificationEnvironmental Communicationen_US
dc.subject.classificationCommunicationen_US
dc.subject.classificationFooden_US
dc.subject.classificationMarketingen_US
dc.subject.classificationWateren_US
dc.titleCommunicating Sustainable Food: Connecting scientific information to consumer action
dc.typemaster thesis
thesis.degree.disciplineCommunication and Culture
thesis.degree.grantorUniversity of Calgary
thesis.degree.nameMaster of Arts (MA)
ucalgary.item.requestcopytrue
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