Doctoral School of Social Sciences, Economics and Finance
Short Research Description
My research explores consumer motivations behind choosing sustainable food, focusing on fair trade practices and health status. The goal is to bridge the gap between favorable attitudes toward sustainable products and actual purchasing behavior. The study examines the impact of fair trade awareness, health status, and personal motivations on sustainable consumption using the theory of planned behavior (TPB) and random utility models to understand decision-making processes. Through discrete choice experiments, it assesses consumers' willingness to pay for sustainably produced food, considering both altruistic motives (e.g., fair trade) and egoistic motives (e.g., personal health).
