Goals

There is a need to better understand consumer behaviour in order to facilitate sustainable food consumption and provide policy makers, 
businesses and other stakeholders with suggestions on how to promote the adoption of healthy and sustainable choices.

SUSCHOICE addresses this need by focusing on the determinants of food consumption behaviour in the different young adult consumers’ contexts of life, from private settings to social and collective situations. The project aims at deepening our understanding of consumers’ trust in sustainable claims in order to investigate which factors they perceive as facilitating or limiting sustainable food choice and how these factors can be managed by policy makers and the food industry.

It intends to shed light on the attitude-behaviour gap and investigate the drivers and barriers of collective and individual nature for sustainable food and drink purchase behaviour among European young adults (20-34 years old). The main objectives are:

The project goals are:

  •  to identify the effects of different factors (macro, structural and individual) influencing consumers’ sustainable food choices;
  • to evaluate the possible strategies for promoting sustainable food consumption based on the different macro and structural conditions and individual life contexts.

Our main hypothesis is that sustainable food and drink choices among young adults are determined not only by individual (e.g., life values and goals, search for convenience, brand loyalty, importance of price, food routines, healthy lifestyle, and so forth) but also by macro (e.g., food culture, food education, social campaigns, advertising, and so forth) and structural (e.g., labelling schemes, food and drink regulations, product availability and accessibility, distribution systems, transport system, urban vs rural linkages, and so forth) factors and therefore differ across European countries. As a result, there is a need to adjust accordingly public policy and marketing strategies for promoting sustainable food and drink consumption.

Research tasks (RT) and research questions (RQ) are:

RT1: To identify the drivers of sustainable food and drink choice among European young adults.

RQ1: What motivates young European consumers to engage in sustainable food and drink consumption:

  • individual factors
  • macro and structural factors?

RQ2: Do we find differences between various European countries and why?

RT2: To identify the barriers of sustainable food and drink choice among European young adults

RQ3: What prevents young European consumers from engaging in sustainable food and drink consumption:

  • individual factors
  • macro and structural factors?

RQ4: Do we find differences between various European countries and why?

RT3: To identify future trends in sustainable food and drink consumption in Europe.

RQ5: Will sustainable food and drink consumption in Europe increase in the future?

RT4: To evaluate possible strategies for promoting sustainable food and drink consumption among European young adults.

RQ6: What public policy and marketing strategies are effective for promoting sustainable food consumption among young adults across different European countries?

  • evaluation of existing strategies
  • suggestions for possible future changes.

 

 

 

 

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