Canadian Consumers’ Perceptions of Sustainability of Food Innovations

Abstract

Educated consumer food choices not only enhance personal health but can also contribute to environmental, economic, and social well-being, as well as food sustainability. This exploratory study examines Canadian consumers’ perceptions of sustainable and innovative food, along with their sources of information. It uses nationwide survey data and statistical tests (chi-square and Kruskal–Wallis tests) to test differences between different demographic groups. Results show that consumers refer mostly to the ecological aspect of food sustainability in their perceptions and food-buying behavior. Web-based information was a widely consulted source of information about food-related sustainability and innovation, although it ranked low among consumers in terms of trust level. The most trusted sources of information about food sustainability and innovation were mainly institutional—medical professionals and university scientists. Survey results also demonstrate that perceptions of sustainability and trust in sources of information varied in different socio-demographic segments. The current insights can be used to guide policymakers in making informed guidelines and recommendations to inform Canadian consumers about sustainable food-consumption practices.