Eating Sustainably? Practices and Background Factors of Ecological Food Consumption in Four Nordic Countries

This article examines sustainable food consumption in the Nordic context, studying to what extent people in Denmark, Finland, Norway, and Sweden have food consumption patterns that are in the current discourse promoted as sustainability enhancing. The article analyses the association of sustainable food consumption to attitudinal support for environmental policy measures, interest in cooking, and healthy eating practices as well as sociodemographic background factors. The comparison of four countries enables an analysis of the importance of the national context in sustainable food consumption. The study is based on data from a 2012 Nordic Web survey (N?=?8248). The results show that carrying out sustainable activities was not very widespread. Buying local food was the most popular, eating meat less often the most unpopular sustainable activity. The level of participation in sustainable practices varied across the four countries. Swedish respondents were the overall most active, Norwegians the least. However, results from analysis of variance (anova) indicated that the individual explanatory factors of sustainable food consumption were relatively similar in the four countries. Healthy eating patterns, interest in cooking, and supporting environmental policy measures were all positively correlated to sustainable food consumption. Women and the elderly were more active in sustainable practices than were men and the young. Education and occupational position played a role, too, but their effect was not totally systematic across countries. The findings suggest that sustainable food consumption is not a strongly socially stratified phenomenon, but it is related to other practices of eating regarded as “proper,” such as interest in cooking and healthy eating. Broader and more inclusive policies are needed to better engage people in sustainable activities.     

Investigating the gap between citizens' sustainability attitudes and food purchasing behaviour: empirical evidence from Brazilian pork consumers

Consumers worldwide are increasingly concerned with sustainable production and consumption. Recently, a comprehensive study ranked 17 countries in regard to their environmentally friendly behaviour among consumers. Brazil was one of the top countries in the list. Yet, several studies highlight significant differences between consumers' intentions to consume ethically, and their actual purchase behaviour: the so‐called ‘Attitude‐Behaviour Gap’. In developing countries, few studies have been conducted on this issue. The objective of this study is therefore to investigate the gap between citizens' sustainability‐related attitudes and food purchasing behaviour using empirical data from Brazil. To this end, Brazilian citizens' attitudes towards pig production systems were mapped through conjoint analysis and their coexistence with relevant pork product‐related purchasing behaviour of consumers was investigated through cluster analysis. The conjoint experiment was carried out with empirical data collected from 475 respondents surveyed in the South and Center‐West regions of Brazil. The results of the conjoint analysis were used for a subsequent cluster analysis in order to identify clusters of Brazilian citizens with diversified attitudes towards pig production systems, using socio‐demographics, attitudes towards sustainability‐related themes that are expected to influence the way they evaluate pig production systems, and consumption frequency of various pork products as clusters' background information. Three clusters were identified as ‘indifferent’, ‘environmental conscious’ and ‘sustainability‐oriented’ citizens. Although attitudes towards environment and nature had indeed an influence on citizens' specific attitudes towards pig farming at the cluster level, the relationship between ‘citizenship’ and consumption behaviour was found to be weak. This finding is similar to previous research conducted with European consumers: what people (in their role of citizens) think about pig production systems does not appear to significantly influence their pork consumption choices. Improvements in the integrated management of this chain would better meet consumers' sustainability‐related expectations towards pig production systems.     

Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market expands rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a massive survey conducted by the Hong Kong Consumer Council, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages (Consumer Council, 1999). In fact, young people do not understand much about modern food processing, in particular those present in low energy and functional foods, and they know very little about the modern food marketing strategies. The situation is detrimental to consumer welfare especially to the younger generation. This study attempts to reflect critically on the implications of these issues for the health and well‐being of young people in Hong Kong. It explores directions for designing relevant and effective education programmes to empower young people in understanding food advertising strategies and making informed decisions on food choice. The paper will begin with a critical review on the current situation in Hong Kong. An interview survey on preservice and in‐service teachers’ perception towards misleading food advertising and labelling will then be reported. The situations at schools will be defined and problems faced by teachers in providing relevant consumer education programmes to students will be identified. Finally, the study will look to the future, with a view to developing students’ critical skills in evaluating claims offered in food advertisements.     

Promoting sustainability through social marketing: examples from New Zealand

This paper investigates the social marketing of sustainability in New Zealand and examines the usefulness of advertising campaigns to enlist and empower people, as both consumers and citizens, towards environmental care. It draws on discussions about ‘citizen‐consumer subjectivities’ and the model of the ‘political economic person’, which link sustainability and consumption through asserting people’s capacities as reflecting citizens. Printed advertisements by local and national government agencies about air pollution, fuel dependency and energy consumption are analysed to see whether advertising campaigns can operate on multiple levels for a range of audiences – desirable for broadening understanding of sustainable consumption and dealing with the complexity and experiential aspects of ‘doing’ sustainability. The advertisements analysed have an authoritative dimension that downplays this complexity and variability. The paper concludes that these advertisements do not go far enough to involve individuals in processes of co‐producing knowledge about sustainability, and to vest them with expertise in exercising sustainability in their daily lives. The implications are that advertising campaigns that engage with the complexity surrounding consumption in people’s modern lives, and with variability in meanings of sustainability, have the possibility of inciting citizen‐consumer political subjectivities.     

Sustainable consumption in Vietnam: an explorative study among the urban middle class

The middle class of Vietnam is growing and so is their consumption, especially in urban areas. This is due to the effects of rapid economic growth, industrialization and increasing wealth in combination with a young, growing population. This paper aims to understand current consumption patterns and consumption categories that can provide a start for sustainable lifestyles among the Vietnamese middle class. Data was collected in the capital Hanoi, in the north of Vietnam. The current level of awareness, knowledge and attitude was explored on five specific consumption topics: energy, transport, water, waste, and food. A combination of quantitative and qualitative data was collected: 5 focus groups, 5 in‐depth interviews and a survey among 158 Vietnamese urban middle class consumers. The results are discussed according to the MOA model that explains behaviour as a function of three components: Motivation, Opportunity and Ability. The research concludes that awareness and knowledge of the urban middle class in Vietnam on sustainable consumption is generally low. However, the motivation to live healthy lifestyles and protect the planet for their future generations is rather high. In order to support more sustainable lifestyles, the awareness of environmental issues needs to be increased; knowledge needs to be made available and accessible (ability); and role models need to set an example for the urban middle class of Vietnam. Furthermore, health in combination with food is the most important reason for people to pursue a sustainable lifestyle (motivation) and the need to change was expressed. However, a general distrust towards business and governmental actors was also found. Therefore, opportunities for bottom‐up initiatives for sustainable food consumption must be explored in the future. This could support in engaging the middle class of Vietnam in sustainable lifestyles.     

Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market is expanding rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a large scale survey conducted by the Hong Kong Consumer Council on advertisements, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages, which was the second most problematic category of the survey. In addition, young people do not understand much about modern food processing, in particular with regard to low energy and functional foods, and they know very little about modern food marketing strategies. The situation is potentially detrimental to consumer welfare, especially to the younger generation. This study was conducted to reflect critically on implications of the issue on the health and well‐being of young people in Hong Kong. Attempts are made to explore directions for designing relevant and effective education programmes to empower young people's abilities in understanding food advertising strategies and making informed decisions on food choice. This paper begins with a critical review of the current situation with regard to Hong Kong. Then, the results of an interview survey and a questionnaire survey on pre‐service and in‐service teachers’ perception towards misleading food advertising and labelling are reported. The situations at schools are defined and problems faced by teachers in providing relevant consumer education programmes to students are identified. Finally, some prospective foci for further investigation of this important issue, with a view to developing students’ critical skills in evaluating claims offered in food advertisements, will be considered.     

Educating young consumers – a food choice model

It has been acknowledged that it is only by obtaining a more detailed understanding of food choice that people’s diets can be improved. In Northern Ireland, research into food choice has been limited yet the Province has the second highest rate of heart disease in the world, indicating the need for change. This study investigated the food choices of 9‐ to 17‐year‐olds in Northern Ireland and the influential factors. A range of research techniques were employed incorporating both qualitative and quantitative methods, namely observations, focus groups, picture associations, dietary case studies and questionnaires. The research indicated that the dietary patterns adopted by this group are characterized by a high consumption of fat, yet the reduction of fat tends to dominate the overall strategy for the prevention of obesity and lowering the risk of coronary heart disease. In addition, a high consumption of sugar products was evidenced along with a distinct dislike for healthier alternatives such as fruit and vegetables. The ‘skipping’ of meals, especially breakfast and a high prevalence of snacking was also apparent. However, these eating habits were found to be affected by various factors such as age and gender, emphasizing the complex nature of food choice. The findings from this research enabled the development of a model relating to the food choices of 9‐ to 17‐year‐olds in Northern Ireland, highlighting the influential factors and subsequent health implications.     

Comparison of fruit and vegetable consumption among Native and non‐Native American populations in rural communities

Fruit and vegetable consumption of Native Americans was compared with that of non‐Native Americans and determinants of fruit and vegetable intake for both populations were found based upon the Theory of Planned Behavior. A one‐time survey was conducted as part of a larger research project funded by the South Dakota Department of Health. The survey was administered in local grocery stores and supermarkets in six South Dakota communities, including two located on Native American reservations. Of the 1000 distributed surveys, 499 were returned with 230 being usable, resulting in a response rate of 49.9%. Wilcoxon signed‐rank test and two regression models were tested using SAS 9.2 software. Dependent variables were fruit and vegetable intake. Attitudes towards health, fruit and vegetable consumption, perceived difficulty, subjective norm and intention were also measured. Community size, family income, employment status and participation in food assistance programmes [Supplemental Nutrition Assistance Program or Women, Infants, and Children (SNAP or WIC)] were socio‐demographic control variables. Overall, Native American participants consumed more fruit and vegetables at home and had a more positive attitude towards healthy diets than non‐Native American participants. SNAP or WIC participation, family health, exercise, intention to live healthier than parents, buying healthy food, and fruit and vegetable consumption when eating out were positively associated with fruit and vegetable consumption among Native Americans, while participation in the SNAP or WIC programme had a negative influence on consumption among non‐Native American participants. Family health, exercise, buying healthy food, fruit and vegetable when eating out, and intention to buy healthy food were positively associated with fruit and vegetable consumption among the non‐Native American population. Theory of Planned Behavior variables (e.g. attitude towards healthy food) significantly contributed to the model explaining fruit and vegetable consumption. The fact that SNAP and WIC participation had an opposite influence on the two populations warrants further research.     

Framing Sustainable Consumption in Different Ways: Policy Lessons from Two Participatory Systems Mapping Exercises in Hungary

Sustainable consumption as a complex phenomenon at the boundaries of different (ecological, economic, social) systems requires theoretical approaches that do justice to its complex causality and dynamism. Participatory systems mapping offers a tool to achieve this purpose. Its policy relevance lies in its ability to include diverse views, multiple actors, and offer options for policy intervention. The research reported here applied participatory systems mapping in order to define and identify system boundaries for sustainable consumption and uncover perceived causal relationships among the determining factors of sustainable consumption. By revealing the mental models of an expert and a conscious consumer panel on sustainable consumption in general, we can shed light on the cognitive constructions of sustainable consumption and identify most important boundaries that were chosen and their implications on policy-making. The expert panel framed the boundaries as lack of sustainable consumption, while the conscious consumer panel employed a positive framing as strong communities in sustainable consumption. The two panels also differed in their focus on scale: Experts targeted the national scale, while conscious consumers concentrated at the local scale.     

Farmers' markets: consuming local rural produce

Marketing food directly from producers to consumers, so circumventing the ‘middlemen’ in the food supply chain, has many potential benefits. For consumers, direct marketing initiatives are providing people with locally grown, fresh, healthy and, in many cases, organic food at affordable prices. Through buying locally grown produce, consumers are giving their support to local producers as well as helping to revitalize rural economies. Producers benefit through retaining more of the value of their produce, which can help them survive through the current crisis in UK farming. There are also environmental benefits. Creating markets where people can buy produce from local farmers and growers reduces the distance that food travels between producers and consumers, which in turn decreases global environmental pollution. One direct marketing scheme – the farmers’ market – has proved to be particularly popular with local people, producers and the local councils, organizations and institutions who are involved in setting them up. This paper focuses on one such market, the Stour Valley Farmers' Market, which commenced trading on 20th June 1999. Customers who attended the first three of these monthly markets were interviewed to investigate the reasons for their attendance at the market, and their attitudes towards a number of food issues including organic and genetically modified food, local and seasonal food and concerns they may have over the way their food is produced. The research has shown that most customers visited the markets initially out of curiosity, although some attended specifically to buy healthy fresh foods. The vast majority of interviewees expressed a preference for food which is organically grown and free from genetic modification. Organic foods are generally perceived to be healthier and more flavoursome. When buying fresh foods, interviewees stated the importance of quality and freshness in their choice of produce.     

Changes in family food habits: the role of migration

The food habits of people generally dictate their nutritional well‐being, which subsequently affects their physical and mental health. A change in environment is one of the major factors that could bring about positive or negative changes in food consumption patterns. The food habits of 50 migrant families living in a suburb of Accra were studied to find out what changes have taken place as a result of a change in living environment. The homemaker in each family was interviewed to obtain information on socioeconomic characteristics, past and present food procurement and consumption patterns, food avoidances and factors that influence food selection and consumption. The findings revealed that, although the majority stuck to foods they were accustomed to, there were striking changes in sources of food procurement, the number of meals prepared at home and the relative frequency of consumption of some staple foods. One‐third of the study group felt that their diets had become poorer as a result of the change in environment. Two factors, time and money, were associated with the changes that had taken place. The study provides some evidence for the existence of inadequate diets among migrant families. This might even reflect a more serious situation facing the numerous migrant youth, who have no families to cater for them and, hence, put their health at risk. Home economists and other related professionals could be instrumental in drawing up intervention programmes to ensure adequate selection and consumption of food to promote good health among migrants to the city.     

Consumer consumption intentions of smaller packaged snack variants

Smaller snack package variants are ubiquitous in the food marketplace. Although it is assumed that consumers intend to consume less because snacks are placed into smaller packages, consumer intentions are never measured. This research examines dietary‐restrained consumers' consumption intentions of smaller snack package variants found in the marketplace described by snack type (i.e. less healthy, more healthy – as per Guiding Stars® food labelling system) and front‐of‐package calorie labelling (99 calories, 100 calories). We conducted an online experiment wherein 203 participants were exposed to the aforementioned snack package variants and their consumption intentions were subsequently measured. A regression analysis revealed that consumers who are highly dietary restrained intend to consume more when (a) the snack is relatively healthier and (b) it includes 99‐calorie front‐of‐package labelling. We discuss the idea that dietary‐restrained consumers are not likely to view smaller packaged snacks as portion control devices, but rather, as a means to eat more of a healthier food.     

How does a local initiative contribute to social inclusion and promote sustainable food practices? Focus on the example of social cooking workshops

Initiatives from food system players closer to citizens are currently valorized to promote sustainability. Based on TCR and on the practice theories, this research aims at studying the impacts of a local initiative on two aspects: social inclusion and sustainable food practices. To do so, we chose the example of cooking classes for people in social instability. Cooking classes may contribute to fight against social exclusion through two factors: first the group dynamic and then the value‐creation for participants. Besides, cooking classes may drive towards sustainable food practices on the basis of advice about new skills. Cooking classes in three different social service structures were observed: a Social Centre; a social service structure hosting young people suffering from homophobia; and, a hosting centre for people with disabilities. To complete these observations, semi‐directive one‐hour interviews were conducted with three participants from the different groups. This information was analyzed with thematic analysis and practice theories tools. Results show that the main factor of social inclusion is the value‐creation, with two factors contributing to people's self‐esteem: (re)teach them how to cook; and offer them the opportunity to cook and eat good food. The cooking classes are efficient to promote sustainable food practices, promoting at the same time the interest in shared‐eating, shared‐cooking, and new skills. Nevertheless, it is not enough for the people to adopt new practices because of material and logistical barriers. As such, our findings are important for policy makers tasked with promoting sustainable consumption and social insertion within vulnerable population.     

Farmers' Market consumers: a Scottish perspective

Farmers' Markets in Scotland have gradually developed since 1999 as an alternative retail outlet for consumers. Throughout the UK, shoppers have become increasingly concerned about the quality and safety of their food and as a result seek healthier, locally grown organic and non‐organic produce. Thus, the growth of Farmers' Markets is directly related to consumer demand for fresh foods, direct from source, with the high quality of products being a primary reason for shopping. Farmers' Markets are not only seen as a place to buy ‘good food’ but also as a means to express consumer values associated with food choices. Scottish Government efforts to revitalize rural economies through local enterprise initiatives is evidenced by funding the initial establishment of the Scottish Association of Farmers' Market (SAFM), formed in 2000 by market organizers to further their development. The benefits of fresh local produce for Scottish consumers, the revival of a sense of community and the concept of ‘new consumption spaces’ tied to locality means the rural economy benefits from the increase in activity and profits through direct sales. This research investigates consumption habits at farmers' markets through the use of attitudinal theories along with food behaviours and motivations for purchasing. The results demonstrate that a positive attitude is important but the influence of others and barriers are not. Consumers are particularly motivated towards resource conservation and there are distinct differences in attitude between urban and rural shoppers. This research provides a unique insight into the attitudes that influence and motivate Farmers' Market consumers in Scotland.     

Family meals and disparities in global ecosystem dependency. Three examples: Ghana,Russia and Sweden

This article highlights globalization in terms of dependency on local and global ecosystems when it comes to family diets. In an exploratory case study, one typical meal in three household settings in different parts of the world: Ghana, Russia and Sweden, is examined. Food paths are traced to compare the scale of ecosystem dependency. The result shows that ecosystem dependency varies greatly with implications for environmental impact. The Swedish household, as opposed to the Ghanaian and the Russian, is not dependent on local ecosystems for food provision, but increasingly on global systems. Opportunities and constraints for lowering environmental impacts related to diets in different economies are discussed. It is concluded that it is of great importance to create awareness in high‐income countries of the dependency on the global ecosystem and the resulting environmental impacts. It is in these countries that opportunities are available for change towards more sustainable diets. It is suggested that further research need to explore in greater depth how ecosystem dependency differs and how that translates into broad spectra of environmental impacts, considering other dimensions of sustainable development as well.     

Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility

This study aims to understand the drivers of fast‐food addiction and the role of consumer social responsibility (CSR) on the relationship between fast‐food addiction and anti‐consumption. Due to growing health concerns, an increasing number of consumers have been avoiding the consumption of fast food. Based on a sample of 539 respondents, all pertaining to generation Y in Pakistan, this study tests a model including addiction and anti‐consumption behaviour. Empirical results provide strong evidence that individual and sociocultural factors together with advertising practices influence consumers’ fast‐food addiction. Results also reveal that CSR moderates the relationship between fast‐food addiction and anti‐consumption behaviour. Interestingly, the present study pioneers the discussion on how addiction can drive anti‐consumption. The findings can help public policy makers and managers to understand consumers’ anti‐consumption tendencies and help promote healthier consumption habits.     

Trends in Food Attitudes and Behaviors Among Adults with 6–11‐Year‐Old Children

This study presents an analysis of survey data measuring food attitudes and behaviors among a nationally representative sample of adults with 6–11‐year‐old children for 2002–2010 from Experian Simmons Market Research. Results show numerous significantly positive improvements in attitudes and behaviors regarding healthier diets. In general, parents report increasing fiber intake, thinking about calories, and reducing sweets consumption as well as a generic effort to eat healthier. However, some areas still needing improvement include relatively neutral views that their diet is “very healthy” and that they only snack on healthy foods. While there are a number of improvements in parents' attitudes and behaviors regarding a healthy diet, the majority of the ground gained was early, from 2002 to between 2003 and 2006. This study's results suggest that a better understanding of the parental “snacking mindset” and indulgence‐healthy diet paradox might further assist in addressing childhood obesity.     

Profiling the Health Food Store Shopper

This paper reports on an empirical study that profiles the health food store shopper. The shopper is primarily female, aged between 30-49, well-educated, a white collar worker and leads an active and environmentally conscious lifestyle. They are concerned about obtaining the proper amounts of fiber, vitamins, minerals and protein and wish to avoid foods with cholesteral, additives and preservatives. They believe health food is higher quality than food products found in supermarkets and are prepared to pay more for healthier products. Information from magazines and personal reference sources played an important part in prompting them to turn to health food stores.     

Swedish food retailers promoting climate smarter food choices—Trapped between visions and reality?

Food retailers are important actors in the development of a more environmentally sustainable food system. They are powerful in their procurement role and have the potential to promote and encourage consumers to buy climate smarter food. While food retailers have developed environmental visions, policies and goals, a major question is to what extent these commitments translate into action in the products sourced and promoted. This paper aims to explore the ways and extent to which food retailers assist consumers to make climate smarter food choices, more specific to reduce their meat consumption, and to identify potential and perceived difficulties towards doing this. The empirical data is based on interviews with 17 Swedish food retail representatives. The findings indicate that food retailers address climate change in their environmental policy statements and have environmental targets for retail operations, such as energy and transport efficiency and recycling of waste. Moreover, retailers promote and encourage consumers to buy organic, local, and seasonal food and to minimize food waste. No initiatives are taken to help consumers reduce their meat consumption. Yet, there is a growing consensus among scientists that meat production is a large contributor to greenhouse gas emissions. Food retailers seem reluctant to guide consumers to climate smarter food choices if it means reducing the meat range or the promotion of meat. To broaden the range of high quality and more expensive meat is seen as a more feasible option. The meat category is perceived as important to attract new and keep loyal customers.     

The impact of lifestyles and food knowledge on the food patterns of German children

The German youth is relatively well informed about healthy eating, but does not act in accordance with this knowledge. It is also known from empirical studies that there is an association between lifestyles, food knowledge and the eating patterns of older teenagers. However, is there a similar correlation in regard to younger children? This article shows results of a study addressing this issue by empirically investigating leisure time activities, food intake and food knowledge. The study conducted with 907 children, on average 12 years old, out of an urban region in northwest Germany using a written questionnaire, implies that food patterns and food knowledge have to be improved because they are – on average – only marginally acceptable. On this level, they are not in line with a healthy future. For the first time in Germany, food patterns and food knowledge of seventh grade pupils were analysed in relation to their lifestyles. The study revealed four lifestyles. One family‐oriented lifestyle and three non‐family oriented lifestyles: outdoor and sociable youth, culture‐oriented youth, and multimedia kids. The family‐oriented lifestyle influences the children's food patterns in a positive way; the three found non‐family‐oriented lifestyles lead to less preferable food patterns. The results imply that there is a phase of unhealthy food patterns at the beginning of the second life decade, which seems to be linked to the detachment from the parents and the gained independency, expressed by the first self‐chosen lifestyles. As lifestyles have such a vital influence on healthy eating, and family is no longer the place where children get their everyday competencies, school has to enable pupils to make healthier food and lifestyle choices.