Sustainable shopping in the Basque Country: How social practices shape food choices

The transition to sustainable food consumption is essential for mitigating the environmental impacts of the food industry. This study examines the factors influencing sustainable purchasing behaviour in the Basque Country, focusing on the pre-purchase decision-making phase in supermarkets. This research, rooted in Social Practice Theory (SPT), examines how factors such as social norms, awareness, knowledge, availability, and price sensitivity influence food choices. The research utilized survey data, which was subsequently analysed using Structural Equation Modelling (SEM). The findings reveal that social norms and awareness significantly encourage sustainable purchasing, while price sensitivity serves as a barrier. Knowledge indirectly promotes sustainable behaviour by increasing awareness, whereas availability does not have a significant direct effect. Furthermore, price sensitivity weakens the positive impact of social norms, highlighting the challenges of promoting sustainability among price-sensitive consumers. These insights underline the need for strategies that strengthen social norms and awareness while mitigating price-related barriers, offering actionable recommendations for policymakers and retailers.