Behavioural change towards sustainable food consumption

Abstract

Sustainable food consumption is one key factor that affects the transition towards a sustainable food system. This chapter attempts to highlight the factors that affect this transition considering the multidimensionality of food (e.g. environmental, social, economic, health and ethical effects) and taking into consideration consumer perceptions, attitudes and behaviours towards sustainable food consumption. Consumer values, perceptions, and intentions affect consumers’ food choices and motives, thereby affecting sustainable food consumption behaviours. In this context, the chapter provides knowledge and information about the heterogeneity and different segmentation of consumers, which is essential for the characterisation of sustainable food products and related diet compositions. Demographic characteristics (e.g. age, income, education, with the exception of gender) do not seem to have unequivocal positive or negative relationships with the consumers’ sustainable behaviour.