Abstract
Consumer demand behavior may help make food systems more sustainable, and carbon labeling of food represents a nascent marketing tool that allows individuals to reduce their carbon footprint through their food choices. We surveyed representative samples of youth (18–24 years) from Canada (n = 397) and Argentina (n = 390) to determine the influence of cultural values on intention to use food carbon label information. Theoretical frames were an extended version of the Theory of Planned Behavior and individual-level constructs of the Hofstede’s Cultural Dimensions Theory. Structural equation modeling indicates that youth have a positive attitude toward purchasing carbon labeled food. Individualism vs. collectivism, masculinity vs. femininity, and long vs. short-term orientation indirectly influence behavioral intention, with environmental concern playing a pivotal mediating role. Findings inform green consumption theory and provide guidance for marketers and policymakers in designing effective interventions for promoting more sustainable food consumption among youth.
