International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 5
September-October 2026

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Can Understanding Practices Influence Perceived Sustainable Consumer Behaviour? A Practice-Based Study of Supermarkets in Dar es Salaam, Tanzania

Author(s) Ms. Neserian Barakaeli, Dr. Sophia Namvua Mbura, Prof. Jan- Erik Jaensson
Country Tanzania
Abstract This study examines the influence of understanding practices on perceived sustainable consumer behaviour in supermarkets (SCB) in Dar es Salaam, Tanzania. The study is grounded in Warde’s (2005) theory of practice, which conceptualises understanding as comprising knowledge, skills, and practical interpretation. Data were collected from 298 supermarket staff in 72 systematically selected supermarkets. We measured understanding using 13 items: knowledge (3 items), skills (5 items), and practical interpretation (5 items). Perceived sustainable consumer behaviour was measured using 12 items adapted from Quoquab and Mohammad (2019), covering quality of life, care for the environment, and care for future generations. Data were analysed using SPSS Version 28, employing descriptive statistics, Pearson correlation, and multiple regression. The results show that practical interpretation was the only significant predictor of perceived sustainable consumer behaviour (β = 0.135, p = 0.009), while knowledge (β = 0.038, p = 0.418) and skills (β = 0.064, p = 0.209) were not significant. These findings indicate that the ability to interpret sustainability cues in the supermarket environment is more strongly associated with perceived sustainable consumer behaviour than general sustainability knowledge or technical skills. The study challenges information-deficit approaches and suggests that retailers should invest in interpretive infrastructure, including simplified eco-labels, clear signage, and trained staff, rather than relying on awareness campaigns alone
Keywords Understanding practices; Sustainable Consumer Behaviour; Theory of Practice; Supermarket.
Field Business Administration
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-16
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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