Rethinking Sustainability Consciousness: A Holistic Approach to Understanding Its Determinants in the Food Industry

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Salamzadeh Y., Okkiran Ş., YAPRAK B., Adekunle O. E., Demirel C.

Sustainable Development, vol.34, no.1, pp.1238-1254, 2026 (SSCI, Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 34 Issue: 1
  • Publication Date: 2026
  • Doi Number: 10.1002/sd.70311
  • Journal Name: Sustainable Development
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, IBZ Online, ABI/INFORM, Environment Index, Geobase, Greenfile, Index Islamicus, Political Science Complete, Public Affairs Index
  • Page Numbers: pp.1238-1254
  • Keywords: cross-cultural comparison, ecological worldview, environmental values, food industry, food sector, multi-group analysis, new ecological paradigm (NEP), pro-sustainability behavior, sustainability consciousness, Value–Belief–Norm (VBN) theory
  • Open Archive Collection: AVESIS Open Access Collection
  • İstanbul Ticaret University Affiliated: Yes

Abstract

Consumers increasingly seek sustainable food options, yet behavior lags stated concern. However, a gap existed on how value–belief–norm and ecological worldviews shaped sustainability consciousness, especially across cultures. Addressing this gap, we integrated Value–Belief–Norm theory with New Ecological Paradigm dimensions to analyze student surveys from the United Kingdom and Türkiye using PLS-SEM and permutation-based multi-group analysis. Headline effects (standardized β): altruistic → consciousness (UK 0.275; Türkiye 0.247), anti-exceptionalism (UK 0.244; Türkiye 0.202); biospheric significant only in the UK (0.291); anti-anthropocentrism significant only in Türkiye (0.253). Egoistic and hedonic values are non-significant. Explained variance in sustainability consciousness: R2UK = 0.537; R2TR = 0.410. MGA indicates no significant cross-group differences in path strengths. Findings highlight culturally contingent pathways and inform education and communication tailored to locally salient values and beliefs in the food industry. The paper advances a holistic framework for understanding sustainability behavior across cultures, enriching sustainability theory and global discourse.