Personal Values for Sustainable Eating: A Preliminary Investigation of a Value-Based Planned Behavior Model

Background/Objectives: The adoption of sustainable eating behaviors is not only crucial for environmental health but also has significant implications for individual health outcomes. A deeper understanding of the psychological determinants underlying such changes is needed. The Theory of Planned Behavior (TPB) has been widely used to understand the psychological factors influencing health behaviors, including dietary choices. Recent advances suggest integrating additional psychological constructs, such as personal values, to enhance TPB’s predictive power and the effectiveness of related behavioral interventions. Methods: A novel Food-Related Personal Values Questionnaire (FRPV-Q) was developed based on Schwartz’s circumplex model of basic values, and the role of these food-related personal values within an enhanced TPB framework was tested. Statistical analyses were conducted to explore the structure of the questionnaire. Results: Three components were identified within the FRPV-Q: Openness, Health and Security, and Autonomy (Kaiser–Meyer–Olkin test = 0.576). The regression analyses highlighted the potential role of personal values in predicting sustainable eating behaviors (adjusted R2 = 0.318). Specifically, an orientation toward autonomy, hedonism, and self-directionality appeared to hinder the adoption of sustainable food choices, while an orientation toward health, security, and openness to novelty was found to promote more sustainable dietary choices. Conclusions: The results offer preliminary insights into the role of personal values in food-related behaviors. Future research aimed at understanding and promoting pro-environmental food-related behaviors should rigorously investigate the topic. Carefully tailored value-based psychological interventions may prove beneficial for the general population in the promotion of sustainable dietary lifestyles.