Understanding food sustainability from a consumer perspective: A cross cultural exploration

To successfully transition to more sustainable diets, it is necessary to understand consumers' demands and ex-pectations. The present exploratory research shows a cross-cultural study (Spain, Slovakia, Denmark) in which different aspects were included in an online survey: (i) food choice motivations, (ii) the importance that con-sumers give to different attributes of four product categories: fruit and vegetables, bakery, meat, and fish, and (iii) the concepts that consumers' relate to the term sustainability. The results showed preliminary significant differences among countries, suggesting that developing strategies and new products to promote sustainable consumption habits must address these cultural differences.

Automated summary

To transition to more sustainable diets, understanding consumers' demands and expectations is essential. This exploratory research conducted an online survey in Spain, Slovakia, and Denmark, examining food choice motivations, the importance of product attributes, and consumer concepts of sustainability. The preliminary results revealed significant cross-cultural differences, suggesting the need to address these variations when developing strategies and promoting sustainable consumption habits.