Psychological barriers that limit climate-friendly food choices in a South African context

Abstract

By following a climate-friendly diet, consumers have the potential to reduce climate change. However, despite the growing awareness of the climate-friendly food options that are available, consumers still choose foods with a high carbon footprint. Following a survey design, this study aimed to determine the extent to which four psychological processes (denial, conflicting goals and aspirations, tokenism, and interpersonal influence) limit consumers’ climate-friendly food choices in South Africa. Data were collected from 151 participants using the Climate-friendly Food Choices Scale and the Psychological Barriers Scale. Regression analysis indicated that conflicting goals and aspirations and denial were the two main psychological barriers to climate-friendly food choices. Overall the barriers were negatively associated with climate-friendly food choices. Gender did not produce a significant effect in the study. Different age groups varied with regards to the extent to which they experienced the psychological barriers, but they did not differ significantly with regards to how often they made climate-friendly food choices.