Eating in Season—A Lever of Sustainability? An Interview Study on the Social Perception of Seasonal Consumption

Abstract

Seasonality is a lever of sustainability. However, very little is known about the social perceptions of “in season” food consumption. We aimed to explore different French social groups’ perceptions of seasonality, “in season” food choices, and their respective advantages or disadvantages. We interviewed 73 individuals (general population = 32, clients of short supply chains = 28, Etiquettable (a sustainability app) users = 13). In-depth, semi-structured interviews using open-ended questions were conducted. Content and thematic, textual, and quantitative analyses were performed. We found four clusters of interviewees who differed in social backgrounds and motivations for eating “in season.” A social divide between individuals for whom “eating seasonally” was a priority (upper strata), and those who “eat unseasonally” (lower strata) was highlighted. An analysis of motivations showed a contrast between individuals who were familiar with seasonal food rhythms and aimed to support the local economy and the older generation for whom seasonal products gave better value for money. The implications of public action on sustainable consumption are discussed with respect to the knowledge of seasonality, targeted segments of the population, and a combination of arguments to encourage seasonal consumption.