Me, us, or the planet: Who comes first? An explanatory analysis of consumer motivation for sustainable food consumption

Abstract

This study examines three key research questions related to altruistic and egoistic motivations for sustainable behavior. It explores whether altruism is an intrinsic characteristic or context-dependent, if the distinction between altruism and egoism should be modeled as a binary or a continuum, and whether a linear or multidimensional approach is more suitable. The study, conducted using data from a sample of 396 Italian consumers suggests that motivations for sustainable consumption may shift depending on specific issues and highlights the limitations of using a binary framework to measure these motivations. This research contributes to understanding the complex drivers behind sustainable behavior emphasizing the roles of egoism and altruism. It was found that these motivations vary across consumers, with altruism emerging as a mix of personal traits and contextual factors. Furthermore, a binary framework for understanding consumer attitudes is insufficient, as a third group was identified, blending both altruistic and egoistic elements. The study also highlighted the importance of awareness campaigns and suggested that combining altruistic and egoistic appeals in advertising can be more effective than focusing on just one motivation.