Central Persons in Sustainable (Food) Consumption.

Abstract

What people eat has become a highly political issue, closely intertwined with public health, environmental concerns, and climate change. Individuals’ consumption decisions tend to be greatly influenced by the people that surround them, and this seems to be especially true when it comes to food. In recent years, alongside close contacts, such as family and friends, a myriad of social influencers have appeared on the screens, sharing opinions on what (not) to eat. Presenting results from a youth survey conducted in Sweden in 2019 (N = 443), this paper shows that social media have become the primary source of information about food and eating for youths, followed by schools and families. However, primary sources of influence continue to be parents and the family at large. Furthermore, the study shows that it is possible to identify ‘central persons’, i.e., relatively clear-cut groups of people whose food choices—measured as tendency to eat climate friendly—is mirrored by the youths, both in their everyday food preferences and in their broader political awareness as expressed through political consumerism. A conclusion from this is that certain people can be particularly successful at inspiring larger numbers of other people to engage with healthier and environmentally friendlier (food) consumption in a society.