Skip to collection list Skip to video grid

Skip to collection list Skip to video grid

Artificial Intelligence

Bridging the Green Gap Strategies to Align Consumers’ Sustainability Behaviors With Their Intentions

Even though over half of consumers say the environmental impact of their food is important to consider, the number that meaningfully change their purchases could be as low as 5%. This well documented intention-behavior gap is a challenge to food companies trying to align their product portfolio with sustainability goals and capture market share, as well as environmental advocates working for a more sustainable food system. Research from our group and others reveals that prioritization of food-related characteristics – such as taste, safety, price, and health etc. – may explain this gap. Therefore, aligning the sustainability value of products and their accompanying messages to support (rather than distract from) these top consumer priorities is a key strategy to bridge the green intention-behavior gap. Drawing on diverse scientific studies across multiple product categories, we demonstrate the importance of customizing sustainability messaging to fit the product purpose (i.e. health vs indulgence), matching sustainability communication with consumer values, evaluating the interaction between person-related factors and the sensory experience, and educating about sustainable food production to improve consumer acceptance. In this presentation, these findings and others will be reviewed to demonstrate how effective messaging can support consumer acceptance of sustainable foods. Speaker: Jonathan Kershaw, PhD

Read More
Read Less

categories

View more in
Artificial Intelligence

Currently loaded videos are 1 through 7 of 7 total videos.

First page loaded, no previous page available
Last page loaded, no next page available