Food interests, preferences and behaviours: a profile of the sustainable food consumer

• Main Authors: O'Neill, Claire, McCarthy, Mary Brigid, O'Reilly, Seamus, Alfnes, Frode
• Format: Article
• Language: English

Purpose – Sustainability challenges are omnipresent. This study aims to identify consumer segments based on food consumption practices from purchasing to disposal. A priori work identified quality attributes, food responsibility, dietary choices and food organisation and management within the home as key influences. Each represents an opportunity for consumers to employ more sustainable food behaviours. A priori work identified several indicators for each of these influences. This study explored the suitability of these indicators for measuring the identified key influences. Design/methodology/approach – The authors used an online survey of 324 Irish food consumers in January 2021 to address online food interests, purchasing preferences and purchase behaviour linked to food sustainability. Findings – The authors identify four consumer segments – food dabblers, food appreciators, pro-sus and pressured – which present a holistic view of the sustainable behaviours practiced by food consumers. The findings provide insight into the range of sustainability-related food behaviours actioned by consumers – from interest in meat-free products, organics and local produce to having an organised stock at home and minimising waste. The findings shed light on how consumers integrate elements of sustainability into their food lifestyles. Originality/value – This study captures sustainability-related food behaviours from the point of purchase through to consumption and disposal and identifies four new consumer segments based on interests, preferences and behaviours.