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

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...

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Published inScientific reports Vol. 15; no. 1; pp. 12067 - 14
Main Authors Wu, Yanhong, Yu, Jianqiang
Format Journal Article
LanguageEnglish
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
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Abstract 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.
AbstractList 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.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.
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.
Abstract 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.
ArticleNumber 12067
Author Wu, Yanhong
Yu, Jianqiang
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Issue 1
Keywords Social influence
Fuzzy Delphi
Sustainable food consumption
Altruistic value
Egoistic value
Language English
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Snippet Although social media is widely recognized as necessary for promoting sustainable food consumption, the theoretical essence of its social influence has yet to...
Abstract Although social media is widely recognized as necessary for promoting sustainable food consumption, the theoretical essence of its social influence...
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StartPage 12067
SubjectTerms 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
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Title Exploring social influences and values in promoting sustainable food consumption using hybrid three stage methods
URI https://link.springer.com/article/10.1038/s41598-025-89689-4
https://www.ncbi.nlm.nih.gov/pubmed/40199919
https://www.proquest.com/docview/3188050386
https://www.proquest.com/docview/3188083635
https://pubmed.ncbi.nlm.nih.gov/PMC11978815
https://doaj.org/article/9a1c8469f1cc49b7afdc1aec8f6febb1
Volume 15
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