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:
We designed a questionnaire which among other things included a mini communication experiment: participants were shown three different messages about organic food production. They were then asked about their attitudes and willingness to pay a 10% or 20% mark-up for organic versus ‘regular’ foods. We also shared our pre-existing knowledge about perception of organic food from the Food Forum, our conscious consumer community.
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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We help sustainable food companies to innovate faster and communicate with more impact. We do this by offering accessible and crystal clear consumer insights.
