The relationship between core values, food-specific future time perspective and sustainable food consumption

Abstract

This study investigates the combined effect of individuals’ concern or consideration of future consequences (CFC: future time perspective) of their food habits and two conflicting core values (self-transcendence versus self-enhancement) on sustainable food consumption among Vietnamese consumers. We tested the direct effects of CFC–future (long-term time perspective) and CFC–immediate (short-term time perspective), along with the two core values. We also explored the mediation mechanisms of future time perspective and the incremental effect of core values on sustainable food consumption. Survey data from 847 consumers and structural equation modelling were used. Our study reveals four main findings. First, the results provide empirical evidence that supports the two-factor structure of future time perspective, with significant positive effects on sustainable food consumption. Second, a strong positive relationship between self-transcendence and CFC–future (long term) and between self-enhancement and CFC–immediate (short term) is supported. Thus, core values play conflicting roles (social dilemma) in explaining if and how individuals have short-term (‘living for today’) or long-term interests (‘living for tomorrow’) in their food preferences and consumption. Third, both long-term and short-term future perspective act as mediators for the indirect effects of both core values on sustainable food consumption. Finally, future time perspective creates a largely incremental effect on sustainable food consumption beyond the effect of the core values.