ABSTRACT
This chapter proposes some new ideas into the controversial discussion about whether consumers are interested in the environmental impacts of food production and consumption. Investigations of this issue usually concentrate on social and psychological issues, whereas this chapter gives priority to stated preferences for environmental goods.
In this chapter, the author will overview factors of environmentally friendly consumption behaviour; explain the externalities of food production; and provide the results of environmental valuation surveys. As well, the author will reconsider reasons for the gap between preferences for environmental goods and consumption behaviour, as well as discuss possible ways food businesses might apply more environmentally friendly production processes, combined with marketing activities.
