Going from attitude to action: Analyzing how the orientations of sustainable food businesses influence their business strategies
通过对泰国不同规模和类型的食品企业进行半结构化访谈，研究其可持续态度与商业行为之间的差距，并将企业分为利润、绩效和伙伴关系三种导向，分析不同导向如何影响商业策略。
Abstract Following an increasing interest in sustainable food systems, businesses have begun to look for ways to incorporate sustainability practices into their business models and strategies. However, the ability to follow through with their ambitions is obstructed by the attitude–behavior gap, a phenomenon that refers to the discrepancy between a decision‐maker's attitudes and beliefs and their resulting actions. This research studies the attitudes (including motives and intentions) of food‐related businesses in Thailand and their subsequent business decisions by conducting semi‐structured interviews with companies of varying sizes and types. The aim is to analyze possible gaps between attitudes and behaviors along the value chain management and explore relevant business practices. This study categorizes firms into profit, performance, and partnership orientations towards sustainability and concludes that different orientations result in differing degrees of attitude–behavior gap and divergent business strategies. Furthermore, business strategies in various markets are proposed to transition between sustainability orientations.