Relevant or determinant: Importance in certified sustainable food consumption

Perceived relevance and determinance are two distinct constructs, underlying the overall concept of attribute importance. The present study proposes a survey based measure of attribute determinance. Based on construal level theory it is argued and empirically shown that actual choices of certified "sustainable" food products among light users of those products are better predicted from attribute determinance than from attribute relevance. In an empirical survey (N = 1543) determinance of sustainability related product attributes is measured through a set of forced choice items and contrasted to self-reported relevance of those attributes. In line with expectations, a priori determinance predicts sustainable food choice more efficiently than perceived relevance. Determinance of sustainability related product attributes can be predicted by Future Temporal Orientation, independently of relevance of these attributes. Understanding of the drivers of determinance of sustainability, rather than of self-reported relevance of sustainability may improve our understanding of sustainable food consumption. (C) 2013 Elsevier Ltd. All rights reserved.