Sustainability in the Food Sector: A Consumer Behaviour Perspective

Klaus G. Grunert



Consumers have, through their food choices, a major role in bringing about more sustainable food production. However, this presupposes that differences in sustainability are communicated to consumers. Even if food products are eco-labelled and consumers are motivated to support sustainability, a number of potential barriers may prevent consumers from using the information to make sustainable choices. Six such barriers are discussed in this paper.


Sustainability; consumer behaviour; hierarchy of effects; eco-labels

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ISSN 1869-6945


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