{"id":3427,"date":"2023-03-02T20:33:20","date_gmt":"2023-03-02T19:33:20","guid":{"rendered":"https:\/\/visionary-project.eu\/nuestro-trabajo\/estudios-de-caso\/personas-consumidoras\/"},"modified":"2025-11-03T16:37:24","modified_gmt":"2025-11-03T15:37:24","slug":"personas-consumidoras","status":"publish","type":"page","link":"https:\/\/visionary-project.eu\/es\/nuestro-trabajo\/estudios-de-caso\/personas-consumidoras\/","title":{"rendered":"Personas consumidoras"},"content":{"rendered":"

[et_pb_section fb_built=\u00bb1″ admin_label=\u00bbHeader\u00bb _builder_version=\u00bb4.20.0″ _dynamic_attributes=\u00bbbackground_image\u00bb background_color=\u00bbgcid-6f37a5ab-8dee-4caa-b818-fd4907caa741″ use_background_color_gradient=\u00bbon\u00bb background_color_gradient_stops=\u00bbrgba(255,255,255,0.86) 1%|rgba(255,255,255,0.12) 100%\u00bb background_color_gradient_overlays_image=\u00bbon\u00bb background_image=\u00bb@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9mZWF0dXJlZF9pbWFnZSIsInNldHRpbmdzIjp7ImVuYWJsZV9odG1sIjoib2ZmIn19@\u00bb parallax=\u00bbon\u00bb background_enable_mask_style=\u00bbon\u00bb background_mask_style=\u00bbchevrons\u00bb background_mask_color=\u00bbrgba(255,255,255,0.4)\u00bb background_mask_transform=\u00bbinvert\u00bb background_mask_aspect_ratio=\u00bbsquare\u00bb background_mask_size=\u00bbcover\u00bb background_mask_position=\u00bbcenter_right\u00bb background_mask_horizontal_offset=\u00bb-100%\u00bb min_height=\u00bb40vh\u00bb custom_padding=\u00bb0px||||false|false\u00bb locked=\u00bboff\u00bb collapsed=\u00bboff\u00bb global_colors_info=\u00bb{%22gcid-6f37a5ab-8dee-4caa-b818-fd4907caa741%22:%91%22background_color%22%93}\u00bb][et_pb_row _builder_version=\u00bb4.16″ background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb custom_padding=\u00bb||3px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text _builder_version=\u00bb4.19.3″ _dynamic_attributes=\u00bbcontent\u00bb _module_preset=\u00bbdefault\u00bb text_font=\u00bb||||||||\u00bb header_font=\u00bb||||||||\u00bb background_enable_image=\u00bboff\u00bb global_colors_info=\u00bb{%22gcid-ebdec4e1-99b3-4757-b062-df19783991b8%22:%91%22header_text_color%22%93}\u00bb]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IjxoMT4gRXN0dWRpb3MgZGUgY2FzbzogIiwiYWZ0ZXIiOiI8L2gxPiIsImVuYWJsZV9odG1sIjoib2ZmIn19@[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ specialty=\u00bbon\u00bb _builder_version=\u00bb4.19.2″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb20px|||||\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb2_3″ specialty_columns=\u00bb2″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_row_inner _builder_version=\u00bb4.20.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column_inner saved_specialty_column_type=\u00bb2_3″ _builder_version=\u00bb4.19.2″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text _builder_version=\u00bb4.20.0″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb10px||||false|false\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

Las pautas de consumo alimentario del europeo medio pueden considerarse insostenibles, ya que causan grandes repercusiones negativas en el clima, la biodiversidad, el medio ambiente y la salud personal. La cuesti\u00f3n central es c\u00f3mo iniciar y mantener un cambio de comportamiento a gran escala hacia el consumo sostenible de alimentos. Este grupo lleva a cabo investigaciones sobre los consumidores en seis pa\u00edses europeos en torno a las siguientes preguntas: \u00bfC\u00f3mo puede fomentarse entre los consumidores el consumo de alimentos sostenibles, neutros para el clima y respetuosos con la biodiversidad? \u00bfQu\u00e9 pueden hacer los agentes privados de la cadena de valor para aumentar la demanda de sus productos sostenibles por parte de los consumidores? \u00bfHasta qu\u00e9 punto son eficaces las distintas medidas de promoci\u00f3n de los alimentos sostenibles para aumentar la confianza de los consumidores y la calidad percibida? Los datos se recogen mediante experimentos con consumidores integrados en encuestas en l\u00ednea. Estos datos complementan los experimentos de campo realizados en tiendas minoristas. <\/p>\n

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Publicaciones <\/h2>\n

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\n \n Supermarket Interventions for Promoting Food Consumption with Lower Climate Impacts\n <\/a>\n <\/h5>\n\n
\n 24 de abril de 2026\n <\/div>\n\n
\n This report synthesizes the results of two studies on supermarket interventions aimed at reducing the climate footprint of food consumption. Food systems account for approximately one-third of global anthropogenic greenhouse gas emissions. The Farm to Fork Strategy acknowledges the urgent need to reduce...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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This report synthesizes the results of two studies on supermarket interventions aimed at reducing the climate footprint of food consumption. Food systems account for approximately one-third of global anthropogenic greenhouse gas emissions. The Farm to Fork Strategy<\/em> acknowledges the urgent need to reduce the climate footprint of the European food system through a comprehensive transition across the entire food chain, including shifts in consumers\u2019 food choices. The retail sector plays a pivotal role in shaping markets and influencing consumers\u2019 dietary choices, and the Farm to Fork Strategy<\/em> explicitly calls for changes in food distribution and marketing practices.<\/p>\n

The overarching objective of the two empirical studies presented in this report was to investigate the effectiveness of supermarket interventions in reducing the climate impact of food consumption through shifts in consumer behaviour towards more sustainable food choices. The two studies tested a set of interventions through an online supermarket experiment embedded within a consumer survey. We simulated a realistic online supermarket environment, providing a means to assess households\u2019 food purchase behaviour across different food categories. Study 1 focussed on behavioural interventions and tested the effects of a placement intervention (i.e. the strategic placement of plant-based assortments within the meat and dairy sections), a climate label (i.e. a traffic-light label based on CO2<\/sub>e emissions), and the combination of the two. The study was conducted in Germany, Denmark, Spain and Hungary with a sample of N=7,373 participants. Study 2 tested the effects of price changes (i.e. price increases for high-emission foods and\/or price decreases for low-emission foods), climate labelling (i.e. information on the CO2<\/sub>e emissions of food products) and different combinations of these treatment interventions. The study was conducted in Italy, Poland and the United Kingdom with a representative sample of N=7,482 consumers.<\/p>\n

Study 1 on behavioural supermarket interventions in Germany, Denmark, Spain and Hungary showed that the strategic placement of plant-based assortments in the meat and dairy sections as well as the introduction of a climate label can reduce the carbon footprint of food purchases, particularly when implemented jointly. The effectiveness of the tested interventions varied across countries and not all effects were statistically significant. Across Germany, Denmark, and Spain, the combination of the placement intervention with a climate label resulted in the greatest reduction in emissions by \u201313% to \u201316% (compared to the control group). In Spain and Denmark, the introduction of a climate label also had a statistically significant effect. The placement intervention by itself had a significant effect only in Denmark. In Hungary, none of the tested interventions significantly reduced the climate impact of food purchases; however, the combined intervention led to a significant reduction of climate emissions among younger age groups (up to 40 years).<\/p>\n

Study 2 on price- and information-based interventions in Italy, Poland and the United Kingdom found that price mechanisms and information are effective tools to reduce emissions from food consumption behaviours. While price increases for high-emission foods had, on average, the strongest effects in terms of emission reductions (\u20134% to \u20139%) across all three countries, the effect size of the remaining interventions differed across countries, suggesting that the optimal implementation may depend on specific country settings. Price discounts for low-emission foods by themselves did not lead to the desired effect of reducing the climate impact of food consumption, but instead had a null (Italy) or even positive effect (Poland and the United Kingdom) on food-related emissions \u2013 unless combined with climate labelling and\/or price increases for high-emission foods. Climate labelling by itself (without the implementation of price changes) yielded remarkable significant reductions in emissions in Poland and the United Kingdom, but was ineffective in Italy. The results from Study 2 additionally show that it is possible to achieve equivalent emission reductions using different mixes of instruments and that solutions should be carefully chosen and tailored depending on the country context and objectives.<\/p>\n

In both studies, significant reductions in the climate impact of food purchases were primarily driven by lower purchased quantities of high-emission foods, particularly beef and cheese. Although the average decrease in the purchased quantity of these items was relatively modest, the corresponding reduction in CO\u2082e emissions was substantial, underscoring that even small shifts in consumer behaviour away from high-emission, animal-based foods can yield significant climate benefits.<\/p>\n

The tested interventions promoting (plant-based) foods with low CO\u2082e emissions \u2013 the placement intervention in Study 1, and the price discount intervention in Study 2 \u2013 successfully increased the purchases of these products in all countries across both studies. Interestingly, when implemented as single interventions rather than as part of an instrument mix that also modifies aspects of high-emission foods, these measures failed to significantly reduce the climate impact of food purchases. Consumers exposed to these interventions did not significantly reduce the consumption of high-emission foods so that the desired substitution from high- to low-emission foods did not occur.<\/p>\n

The findings from the two studies raise important questions about the role and power of supermarkets in shaping the food environments within which consumers make their food choices. The studies demonstrate that far-reaching measures implemented in supermarkets have the potential to substantially reduce the climate footprint of food consumption in the EU through shifting consumer behaviour towards more sustainable food choices. However, while the retail sector holds significant leverage to drive such change, the commercial interests of retailers are not necessarily aligned with policy objectives aimed at reducing the climate impact of food consumption. This report seeks to inform and motivate both private and public stakeholders in the food sector to act upon these insights.<\/p>\n

The full report will be available soon.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n \n Behavioural insights into consumer demand for sustainable food\n <\/a>\n <\/h5>\n\n
\n 24 de abril de 2026\n <\/div>\n\n
\n This report brings together evidence from seven empirical studies examining how adjustments to food environments can encourage more sustainable food consumption. Food systems are key contributors to environmental degradation, driving habitat loss, water pollution, biodiversity decline, and climate change...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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This report brings together evidence from seven empirical studies examining how adjustments to food environments can encourage more sustainable food consumption. Food systems are key contributors to environmental degradation, driving habitat loss, water pollution, biodiversity decline, and climate change (Crippa et al., 2021). In response, the European Union\u2019s Farm to Fork Strategy seeks to reduce the environmental and climate footprint of the food system by promoting changes across the value chain, from production to consumption (European Commission, 2020). Within this transformation, the retail sector occupies a strategic position, as it shapes product availability, marketing activities, and purchasing contexts, and is therefore explicitly targeted in the Strategy\u2019s call for changes in food distribution and promotion practices.<\/p>\n

The seven studies synthesised in this report evaluate a broad set of interventions, mostly within the operational scope of private food retailers, including choice architecture measures, pricing strategies, climate labels, and other point-of-purchase tools. Collectively, they address two overarching objectives central to the transition toward more sustainable food systems:<\/p>\n

\u2022 Reducing the climate impact of food consumption through supermarket-based interventions (Studies 1\u20135)
\n\u2022 Promoting consumption of locally produced food through short supply chains (Studies 6 & 7)<\/p>\n

Studies 1 and 2 analysed how supermarket interventions influence the climate impact of entire food baskets, drawing on cross-country survey experiments. Study 3 focused on consumer substitution between meat and legumes under different pricing scenarios using survey-based experiments conducted in Denmark. Studies 4 and 5 tested in-store promotional strategies designed to increase legume purchases through field experiments in operational supermarkets in Spain and Denmark. Study 6 evaluated the effectiveness of different promotional messages in attracting customers to a farm shop in England, while Study 7 explored consumer perceptions, emotional responses, and shopping behaviours related to farmers markets in Romania, with an emphasis on locally produced food.<\/p>\n

Taken together, the findings of the seven studies demonstrate that behavioural interventions in food retail environments can steer consumer purchasing toward more sustainable options. However, their individual effects are typically modest. The evidence strongly suggests that integrated intervention packages \u2013 particularly those combining pricing measures, climate labelling, and strategic product placement \u2013 are substantially more effective than isolated actions. Meaningful reductions in the climate impact of food consumption therefore require structural changes to food environments rather than reliance on voluntary or informational measures alone.<\/p>\n

Many of the effective interventions identified fall within the operational scope of private food retailers, positioning them as important facilitators of change. At the same time, this reliance on retailer action poses limitations from a policy perspective. While retailers can play a key enabling role, they are unlikely to serve as the primary drivers of systemic change. Public policy instruments \u2013 such as regulation, fiscal incentives, and mandatory information requirements \u2013 are likely necessary to align retail practices more closely with broader sustainability objectives.<\/p>\n

The full report will be available soon.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n \n An\u00e1lisis de la contribuci\u00f3n de una selecci\u00f3n de estudios de caso a VISIONARY\n <\/a>\n <\/h5>\n\n
\n 20 de julio de 2025\n <\/div>\n\n
\n El presente informe (Entrega 2.2) se basa en el marco conceptual y anal\u00edtico inicial del proyecto VISIONARY y tiene por objeto describir c\u00f3mo los estudios de caso seleccionados en VISIONARY se complementan entre s\u00ed para abordar los objetivos clave del proyecto. El informe pretende esbozar brevemente...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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El presente informe (Entrega 2.2) se basa en el marco conceptual y anal\u00edtico inicial del proyecto VISIONARY y tiene por objeto describir c\u00f3mo los estudios de caso seleccionados en VISIONARY se complementan entre s\u00ed para abordar los objetivos clave del proyecto. El informe pretende esbozar brevemente los fundamentos te\u00f3ricos de nuestro trabajo y describir el enfoque adoptado en los estudios de caso.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n \n An\u00e1lisis bibliogr\u00e1fico de los factores que impulsan el cambio de comportamiento en el sistema alimentario\n <\/a>\n <\/h5>\n\n
\n 20 de julio de 2025\n <\/div>\n\n
\n Este estudio (Entrega 2.1) consiste en una revisi\u00f3n bibliogr\u00e1fica sistem\u00e1tica destinada a identificar los factores impulsores y los bloqueos, con el fin de ofrecer una visi\u00f3n general de los factores que impulsan el cambio de comportamiento y su relevancia para determinados actores del sistema alimentario...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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Este estudio (Entrega 2.1) consiste en una revisi\u00f3n bibliogr\u00e1fica sistem\u00e1tica destinada a identificar los factores impulsores y los bloqueos, con el fin de ofrecer una visi\u00f3n general de los factores que impulsan el cambio de comportamiento y su relevancia para determinados actores del sistema alimentario y cadenas de valor espec\u00edficas. Esto se logr\u00f3 mediante la realizaci\u00f3n de una revisi\u00f3n global de las revisiones bibliogr\u00e1ficas sistem\u00e1ticas y estructuradas llevadas a cabo en relaci\u00f3n con los aspectos conductuales de la transici\u00f3n hacia la sostenibilidad en los sistemas alimentarios. Esta revisi\u00f3n dio como resultado un mapeo sistem\u00e1tico de los factores que influyen en el cambio de comportamiento de los actores del sistema alimentario (las denominadas \u00abrevisiones de 360\u00b0\u00bb) y una s\u00edntesis narrativa de las recomendaciones formuladas por las revisiones seleccionadas.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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\n \n Folleto del proyecto Visionary\n <\/a>\n <\/h5>\n\n
\n 29 de noviembre de 2023\n <\/div>\n\n
\n Encuentre toda la informaci\u00f3n clave sobre VISIONARY de un solo vistazo.\n...\n <\/div>\n\n
\n \n Read more\n <\/summary>\n\n
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Encuentre toda la informaci\u00f3n clave sobre VISIONARY de un solo vistazo.<\/p>\n\n <\/div>\n <\/details>\n\n <\/div>\n\n

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    [et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.19.3″ custom_margin=\u00bb0px||0px||false|false\u00bb custom_padding=\u00bb0px||0px||false|false\u00bb template_type=\u00bbsection\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.19.3″ _module_preset=\u00bbdefault\u00bb width=\u00bb100%\u00bb custom_margin=\u00bb0px||0px||false|false\u00bb custom_padding=\u00bb0px||0px||false|false\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.19.3″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text admin_label=\u00bbText All Case Studies\u00bb _builder_version=\u00bb4.19.3″ _module_preset=\u00bbdefault\u00bb custom_margin=\u00bb||2px|||\u00bb header_font_size_last_edited=\u00bboff|desktop\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{%22gcid-ebdec4e1-99b3-4757-b062-df19783991b8%22:%91%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22text_text_color%22,%22header_text_color%22,%22header_3_text_color%22,%22header_5_text_color%22,%22border_color_bottom%22,%22header_2_text_color%22%93,%22gcid-f0121e14-5457-4055-9bff-c9a8752a2dc5%22:%91%22header_4_text_color%22,%22header_4_text_color%22,%22header_4_text_color%22,%22header_4_text_color%22%93}\u00bb]<\/p>\n

    All Case studies<\/h2>\n

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    Las pautas de consumo alimentario del europeo medio pueden considerarse insostenibles, ya que causan grandes repercusiones negativas en el clima, la biodiversidad, el medio ambiente y la salud personal. La […]<\/p>\n","protected":false},"author":2,"featured_media":2996,"parent":3412,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-3427","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/pages\/3427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/comments?post=3427"}],"version-history":[{"count":5,"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/pages\/3427\/revisions"}],"predecessor-version":[{"id":10268,"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/pages\/3427\/revisions\/10268"}],"up":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/pages\/3412"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/media\/2996"}],"wp:attachment":[{"href":"https:\/\/visionary-project.eu\/es\/wp-json\/wp\/v2\/media?parent=3427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}