chapter  11
26 Pages

Consumer Involvement in Sustainable Food Provision

Consuming food involves daily routines, cultural practices and economic calculations, and thus consumer involvement in sustainable food provision is filled with complications. For instance, research consistently shows that consumers in developed economies express positive attitudes towards buying sustainable food, but only a minority actually buys it. So, why do consumers not behave according to their expressed values? Some suggestions are that consumers are unwilling to change their daily routines, are manipulated through marketing and by large food retailers, do not trust the ‘alternatives’ or are unwilling to pay higher prices for more sustainable food products. It is difficult to determine which of these explanations is correct. This is just one of the issues related to the links between consumers and sustainable food. Still, analysing food consumption from a sociological perspective is relatively new.