Toasting responsibility: exploring sustainable bread consumption and consumer behaviour in the German bakery industry

Purpose The theory of planned behaviour and the norm activation model were examined to determine their effectiveness in fostering responsible food consumption and reducing food waste in the German bakery industry. The findings revealed that cultural norms and convenience strongly influence bread consumption, with a shift from traditional to industrially produced bread. Design/methodology/approach This qualitative study explored social phenomena through individual perspectives. The multi-method approach included an online survey of German consumers and in-depth interviews with key bakery industry players. Findings The norm activation model effectively fosters consumer responsibility and food waste awareness; however, its practical application faces barriers such as perceived product quality, habitual behaviours, high prices, and low awareness. Practical implications Retailers, NGOs, and government institutions must collaborate to promote sustainable consumption. Future longitudinal studies on consumer behaviour should link marketing and social psychology. Originality/value Transparency, education and trusted recommendations are key to breaking consumer habits, increasing sustainable choices and bridging the gap between awareness and behaviour.