Consumers’ contribution to a climate neutral EU: What influences the adoption of food-related mitigation options?

Abstract

The main aim of this contribution is to identify factors that influence consumers’ willingness to adopt food-related
options to mitigate climate change and reveal how these factors are interlinked. In-depth interviews were carried
out with 32 consumers in Germany, France and the UK; the results were analysed and described in the context of
Alphabet Theory. The allocation of findings from the interviews to the theoretical framework helps to identify
interrelations, to provide explanations and thereby achieve to take a holistic view on the topic, without neglecting
contextual information. The findings of this study indicate that a higher level of knowledge will result in more
personal responsibility assumed by the consumers and will increase their willingness to adopt mitigation options.
Hence, public information campaigns and education programs initiated to enhance consumers’ knowledge on
climate-friendly food choices. At the same time, climate-friendly food products need to be easily available and
identifiable to help consumers to act according to their attitudes.