I do it, but don't tell anyone! Personal values, personal and social norms: Can social media play a role in changing pro environmental behaviours?
With increasing global pressures on agriculture as well as increasing environmental concerns, and confusing or even misleading information about food, consumers still need to make multiple daily decisions about food purchases and consumption. Consumers have complex personal and socially driven values as well as situational information affecting their food choices. This two part study examines consumers' values and norms to determine how these relate to their personal food choices and the influence of social media based comparison tools on this behaviour.