Widespread tropical deforestation and biodiversity loss in Southeast Asia due to the oil palm industry can be addressed by encouraging consumers to purchase sustainable palm oil (SPO). An online experiment was conducted to assess whether addressing barriers relating to education, motivation and product availability would increase purchasing of SPO. Australian adults (n = 628) were randomly assigned to either: (1) a newly developed interactive educational website on palm oil and SPO; (2) an existing educational video on SPO; or (3) an interactive website on differentiating between real and fake news (an attentional control condition). All participants completed pre-intervention and immediate post-intervention measures. Most participants (n = 403) completed follow-up measures two weeks later. Multivariate analysis revealed that the interactive website and educational video increased both knowledge and the intention to purchase SPO (compared to the attentional control), but neither significantly impacted follow-up self-reported SPO purchasing behaviour. Low perceived product availability might help explain the intention–behaviour gap. Our results suggest that, in addition to increasing consumer knowledge and motivation, promoting sustainable consumption requires creating opportunities for people to engage in the desired behaviour.

Experts on palm oil production and utilization emphasize the role of consumer purchasing power in dealing with the environmental and social impacts of the palm oil crisis -that by increasing the demand for sustainable palm oil (SPO), greater supply will follow. However, research has identified a persistent intention-behavior gap. Even knowledgeable consumers do not always follow through on their intentions to purchase SPO. Utilizing the Capability-Opportunity Motivation model of Behavior (COM-B), this article reviews important variables contributing to this intention-behavior gap. While knowledge about palm oil and SPO (capability), perceived product availability (opportunity), and pro-green consumption attitudes (motivation) are important predictors of SPO purchasing intentions, increasing these factors has been insufficient in narrowing the intention behavior gap. Campaigns can increase knowledge about palm oil and SPO, as well as build motivation around making the ‘sustainable’ choice, but are inadequate in addressing barriers around opportunity (e.g., ease of access to SPO products). In expressing their intent to purchase SPO products, consumers may underestimate the difficulties in being able to identify these consumables (e.g., palm oil often is not clearly labeled, sustainability status may not be obvious), and locate them. In this review, we argue that while consumer behavior is important, it is insufficient to power industrywide change toward the utilization of SPO. Greater corporate responsibility is needed to increase use of SPO in products, and make consumables containing SPO more available, identifiable, and affordable for consumers. We also suggest that national procurement policies for SPO are likely to produce longer-lasting change.