Impact of Social Influence and Consumer Perceptions on Green Food Consumption - A Qualitative Study on Immigrants in Sweden

Abstract

The food choices of consumers have a huge impact on environmental sustainability and public health. Consumption of green food (GF) offers one pathway to reduce these impacts. The current study examines the GF consumption experience of immigrants in Sweden to identify the impact of SI and perceptions of GFs on GF consumption and purchasing. Using the phenomenological research approach and the eleven in depth interviews, it is identified that SI plays a mediating role in provoking environmental values that finally influence green food purchasing (GFP). Immigrants’ perceived health benefits hold positive perceptions in terms of health benefits, quality, taste, and environmental sustainability, leading to GFP. Also, the immigrants have negative perceptions of GFs in terms of price and availability, which creates a green gap. Also, these consumers have developed some balancing techniques to keep between affordability and enjoying the benefits of GF consumption. The findings call for targeted marketing and policy interventions that make use of social networks and address the cost and access barriers to foster sustainable consumption practices. In all, the research will help in determining the complex dynamics of immigrants’ GFP and provide actionable insights for policymakers and businesses to bridge the gap to green and promote food consumption.