Case studies: Consumers
The food consumption patterns of the average European can be considered unsustainable, causing high adverse impacts on climate, biodiversity, the environment, and personal health. The central question is how to initiate and sustain large-scale behaviour change toward sustainable food consumption. This cluster conducts consumer research in six European countries looking at the following questions: How can the consumption of sustainable, climate-neutral, and biodiversity-friendly food be fostered among consumers? What can private value chain actors do to increase consumer demand for their sustainable products? How effective are different promotion measures for sustainable food in raising consumer trust and perceived quality? Data is collected with consumer experiments embedded in online surveys. These insights complement the field experiments carried out in retail stores.