Identifying key attributes in sustainable food choices: An analysis using the food values framework

As consumers are key players in the transition towards a sustainable consumption pattern, this study aims to assess what consumers consider most important in sustainable food products in terms of food values and their relative weight in the product purchase decision. A cross-national investigation was conducted among Danish and Italian consumers. Using a Best-Worst Scaling approach, consumers were segmented based on their preferred food values and profiled according to various individual self-identities. Three consumer classes were identified: “private benefit seekers” (35%), “sustainability focused” (32.3%), and “naturalness and health driven” (32.7%). Consumers interested in health and those caring about sustainable aspects were found to share the same identity profile. Since private values, namely healthiness and price, attract the majority of consumers, marketers and policymakers are encouraged to build upon such aspects to promote sustainable consumption rather than relying only on sustainability values being sufficient in themselves.