Exploring social influences and values in promoting sustainable food consumption using hybrid three stage methods

• Published in: Scientific reports Vol. 15; no. 1; pp. 12067 - 14
• Main Authors: Wu, Yanhong, Yu, Jianqiang
• Format: Journal Article
• Language: English
• Published: London Nature Publishing Group UK 08.04.2025; Nature Publishing Group; Nature Portfolio
• Subjects: 692/499; 704/844/685; Adult; Altruism; Altruistic value; China; Egoistic value; Female; Food; Food consumption; Fuzzy Delphi; Humanities and Social Sciences; Humans; Influence; Information technology; Male; multidisciplinary; Science; Science (multidisciplinary); Social Identification; Social identity; Social influence; Social Media; Social Values; Surveys and Questionnaires; Sustainability; Sustainable consumption; Sustainable Development; Sustainable food consumption; Sustainable food systems; Sustainable use; China; Social influence; Fuzzy Delphi; Sustainable food consumption; Altruistic value; Egoistic value
• ISSN: 2045-2322; 2045-2322
• DOI: 10.1038/s41598-025-89689-4

Although social media is widely recognized as necessary for promoting sustainable food consumption, the theoretical essence of its social influence has yet to be clarified. This research establishes a mutually beneficial model for sustainable food consumption, drawing on Social Influence Theory and Value Theory. The study collected data from an online survey of 15 experts in sustainable food and 311 consumers and analyzed it through a hybrid three-stage approach of fuzzy Delphi, PLS-SEM, and ANN. The results indicate that subjective norms, group norms, and social identity positively influence egoistic and altruistic values, promoting sustainable food consumption. In comparison, social identity has a more important impact on sustainable food consumption, followed by subjective norms and group norms. Usage and value barriers are the main obstacles to sustainable consumption in China, with value barriers moderating the relationship between altruistic value and sustainable food consumption. This study offers innovative approaches to leveraging information technology for achieving sustainable development goals. It holds substantial practical value for stakeholders, including food marketers, government policymakers, and social advocates, providing actionable insights into optimizing marketing strategies, implementing policy incentives, and promoting a culture of sustainable food consumption.