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The theory of planned behaviour (TPB) states that food consumption is preceded by an intention, which is shaped by behavioural beliefs and attitudes. To mitigate criticism of the TPB’s lack of cultural context, researchers have tested extended models with culturally specific variables included. This scoping review maps the use of the extended TPB across Western and Non-Western cultures in the context of sustainable food consumption, which includes meat consumption, food waste and organic food purchases. 3924 abstracts and 241 articles were screened. The final review included 95 articles. The number of Western and Non-Western studies was similar, but sample sizes were larger in Western cultures. Generally, the inclusion of culturally specific variables improved models that predicted organic food purchases and food waste, but not for meat consumption. The current findings highlight a lack of consensus regarding the selection of culturally specific variables. Instead, future cross-cultural research that explores similar factors could facilitate the development of a universal model of sustainable food. This model is required to drive a global approach towards encouraging sustainable diets. Incorporating cultural nuances and targeting common core values and attitudes may improve generalisability and efficacy of subsequent interventions that target sustainable food consumption across cultures.
Randall et al. (Wed,) studied this question.