Project: Encouraging positive consumer attitude/behaviour change towards sustainable foods

Project team: Marleen Chambault
Member subscription funded project
Running: January 2013 – December 2014
Project Number: 128881

Previous studies have allowed for the development of an in-depth knowledge and understanding of consumer concerns and barriers when purchasing products with specific ethical and environmental benefits (e.g. health claims, free-range, fair-trade and organic). Cost, awareness and knowledge relating to the social and environmental benefits and perceived benefits of the product appear to influence consumer food choices. The project will build on this knowledge and extend the approaches from studying consumer attitudes to implementing test communication strategies in order to influence consumer behaviour. As end users of the food chain, consumers' positive views and purchasing intentions are essential in encouraging sustainable food production.