Identifying key attributes in sustainable food choices: An analysis using the food values framework

TY - JOUR

T1 - Identifying key attributes in sustainable food choices

T2 - An analysis using the food values framework

AU - Piracci, Giovanna

AU - Casini, Leonardo

AU - Contini, Caterina

AU - Stancu, Catalin Mihai

AU - Lähteenmäki, Liisa

PY - 2023/9

Y1 - 2023/9

N2 - As consumers are key players in the transition towards a sustainable consumption pattern, this study aims to assess what consumers consider most important in sustainable food products in terms of food values and their relative weight in the product purchase decision. A cross-national investigation was conducted among Danish and Italian consumers. Using a Best-Worst Scaling approach, consumers were segmented based on their preferred food values and profiled according to various individual self-identities. Three consumer classes were identified: “private benefit seekers” (35%), “sustainability focused” (32.3%), and “naturalness and health driven” (32.7%). Consumers interested in health and those caring about sustainable aspects were found to share the same identity profile. Since private values, namely healthiness and price, attract the majority of consumers, marketers and policymakers are encouraged to build upon such aspects to promote sustainable consumption rather than relying only on sustainability values being sufficient in themselves.

AB - As consumers are key players in the transition towards a sustainable consumption pattern, this study aims to assess what consumers consider most important in sustainable food products in terms of food values and their relative weight in the product purchase decision. A cross-national investigation was conducted among Danish and Italian consumers. Using a Best-Worst Scaling approach, consumers were segmented based on their preferred food values and profiled according to various individual self-identities. Three consumer classes were identified: “private benefit seekers” (35%), “sustainability focused” (32.3%), and “naturalness and health driven” (32.7%). Consumers interested in health and those caring about sustainable aspects were found to share the same identity profile. Since private values, namely healthiness and price, attract the majority of consumers, marketers and policymakers are encouraged to build upon such aspects to promote sustainable consumption rather than relying only on sustainability values being sufficient in themselves.

KW - BWS

KW - Cross-cultural

KW - Ethical consumer

KW - Healthy eating

KW - Latent class

KW - Sustainability

UR - http://www.scopus.com/inward/record.url?scp=85163859309&partnerID=8YFLogxK

U2 - 10.1016/j.jclepro.2023.137924

DO - 10.1016/j.jclepro.2023.137924

M3 - Journal article

AN - SCOPUS:85163859309

SN - 0959-6526

VL - 416

JO - Journal of Cleaner Production

JF - Journal of Cleaner Production

M1 - 137924

ER -