Client:
Own initiative
Brief:
What is the state of play when it comes to sustainable food consumption in The Netherlands, looking at it from a consumer’s perspective? How many consumers take sustainability into account when making food decisions? What do they consider to be sustainable food choices?
Our approach:
Literature review on the state of consumer interest in sustainable food.
Survey of 1500 Dutch consumers, representative on age, gender and educational level.
Fifteen consumer interviews using remote self-interviewing using interview tool from Fibeo.
Eighteen expert interviews of various actors in the food chain.
Findings in a nutshell:
- Consumers are not entirely clear on what is sustainable food.
- Reduction of food waste is having a big moment.
- There are four distinct segments of consumers who perceive sustainable food in a completely different way.
- Concrete arguments focused on the direct advantage for consumers are most effective.
- There is little support for technological agricultural innovation.
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