Barriers to Green

Despite the fact that sustainability is becoming more important, consumers still experience barriers to switching to sustainable food choices. This trend is important because thresholds experienced by consumers must be taken into account when introducing sustainable products. They will need to be supported to overcome these barriers. A major barrier is the lack of knowledge. Knowledge about what is sustainable and which choices are “good”. ‚ÄčOther barriers may be a higher price, (expected) lesser taste, or the lack of availability.

Our mission is to help accelerate the transition to a more sustainable food system, by including the consumer as equally relevant stakeholder.

We offer accessible and clear consumer insights that help all actors in the food chain to effectively support & seduce the consumer to make the sustainable food choice.

Laan van Meerdervoort 36 - 2517AL - Den Haag - The Netherlands - Info@futureoffood.institute