Consumer Perception and Acceptance of Healthy and Sustainable Food: Trends, Challenges and Mitigatory Strategies

Abstract

Several global trends, such as growing population, climate change, food losses and dietary pattern changes, are influencing food security and the overall sustainability of the agri-food system. This chapter provides an overview of the concept of food system sustainability, considering its different meanings, and explores how consumer eating behaviour and choices can have a direct impact on it. In particular, attention is paid to how, and to what extent, consumers are willing and able to adjust their food choices to embrace healthier and sustainable food consumption habits. Through case studies, results from scientific literature on consumer’s attitude, perception and acceptance of sustainable foods, such as organic food, food formulated with alternative protein sources and food developed through nanotechnology applications, are presented and critically discussed. In addition, barriers to sustainable food choice are identified and discussed, and special attention is paid to the most suitable strategies (e.g., exposure, education, and cross-modal interactions) available to modify food behaviour in specific groups (e.g., children and individuals with obesity), in order to guide them towards healthier and more sustainable food choices.