TowardsSustainableFood and Drink ChoicesamongEuropean Young Adults: Drivers, Barriers and StrategicalImplications
Partners Italy (Verona) Roberta Capitello (Project Leader) Diego Begalli Riccardo Scarpa Luca Zarri Norway (Bergen) Natalia Maehle JarleAarstad Stig-Erik Jakobsen Romania (Bucharest) Gabriel Popescu Nicolae Istudor Florentina Constantin Dan Boboc Germany (Geisenheim) GergelySzolnoki Sweden (Lund) Sofia Ulver
University of Verona, IT-UNIVR Roberta Capitello Food Marketing; Food Consumer Behaviour; Agribusiness; Agricultural Economics. Diego Begalli Agribusiness and Food Marketing; Rural Development and Tourism. Riccardo Scarpa Consumer Choice Analysis and Preferences; Economics of the Rural Environment and Ecosystem Services. Luca Zarri Behavioral Economics; Experimental Economics; Law and Economics; Neuroeconomics. Nicola Cerutti Behavioral Economics; Experimental Economics; Environmental and Resource Economics.
Western Norway University of Applied Sciences (NO-HVL) Natalia Maehle Areas: Consumer Behaviour; Brand Management; Innovation; Social Media; Eco-Consumption. JarleAarstad Areas: Business Administration; Organizational Studies; Entrepreneurial Economics. Stig Erik Jakobsen Areas: Innovation; Entrepreneurship; Networking; Innovation Policy.
The Bucharest University of Economic Studies (RO-ASE) Gabriel Popescu Economy and Agricultural Policy in Romania; Common Agriculture Policy; Association and Cooperation in Rural Space. Nicolae Istudor Economics of Food; Agricultural Production; Interinstitutional Relationships. Florentina Constantin Common Agriculture Policy; Agricultural Policy; Organic Farming; Sustainable Development of Agriculture. Dan Boboc Food Security; Food Safety; Organisation of the Food Markets. Alina Zaharia Energy Economics; Environmental Economics; Econometrics. Maria Claudia Diaconeasa Urban and Rural Sociology; Social Stratification; Qualitative Social Research.
Geisenheim University (DE-HSG) Gergely Szolnoki Consumer Behavior; Sustainable Development; Tourism; International Markets; Sensory Sciences; Market and Consumer Research; Communication Research. Signe Nelgen Governance; Public Policy Analysis; Food Security; International Economics; Development Studies.
University of Lund (SE-LUND) Sofia Ulver Areas: Consumer Culture and Consumer Society; Critical Marketing; Consumer Culture Theory (CCT).
National funding parties Italy Ministry of Education, Universities and Research (MIUR) Norway The ResearchCouncil of Norway (RCN) Romania Executive Agency for Higher Education, Development and InnovationFunding (UEFISCDI) Sweden The SwedishResearchCouncil for Environment, AgriculturalSciences and Spatial Planning (FORMAS) Germany Federal Office for Agriculture and Food (PM-BLE)
Background • The food and drink value chain in the EU causes 17% of direct greenhouse gas emissions (EC, 2011). • The composition of the individual diet, the increasing demand for highly processed meals, the growing food waste, the unsustainable agricultural practices and the development of the relationships along the food supply chains are some of the issues that need to be addressed to secure the sustainable future (Reisch et al., 2013). • Encouraging consumers to adopt more sustainable consumption behaviours in their everyday life proves to be crucial in this regard (Vermeir & Verbeke, 2006).
Background • Foodchoiceas an everyday life compromise and a social dilemma • Sustainableproductsascredencegoods • Attitude-behaviour gap • Multidimensionality of foodchoices
Aims of the project There is the need: • To study the determinants of the sustainable food and drink choices among European consumers, i.e. choices reflecting “a decision-making process that takes the consumer’s social responsibility into account in addition to individual needs and wants” • To understand how consumers’ attitude and willingness to pay towards sustainable food can be translated into an actual choice in their everyday life. • As a result, to provide recommendations on public policy and marketing strategies that can be effective for policy makers and food industry for promoting sustainable food consumption.
Aims • Study the determinants of sustainable food and drink choicesamongyoungeuropeans • Identify the drivers and barriers (macro, structural and individual) • Evaluate the policy and marketing strategies in act • Evaluatepossiblestrategies to be implemented
Focus • Europeanyoungadults: 20-34 yearsold • Fruit, cheese, beer and soft drinks
Objectives and tasks • Identification of drivers facilitating sustainable decision-making processes • Identification of barriers preventingsustainable decision-making processes • Identification of future trends • Evaluation of public policy and marketing strategies for promoting sustainable consumption
Work packages • WP1 – Project management • WP2 – Analysis of Macro and Structural Factors (through analysis of public policy documents and media discourse and in-depth individual interviews with policy makers and stakeholders to discuss the effects of macro and structural factors • WP3 – Food and Drink Choice Analysis (through focus group interviews with young adult consumers, pilot tests to validate the questionnaire and online survey among young adult consumers) • WP4 – Future Trends (through evaluations of future trends based on data collected in WP2 and WP3 and focus group interviews with young adult consumers) • WP5 – Identifying Strategies (through in-depth interviews with businesses and policy makers and a series of online experiments with young adult consumers testing various strategies aimed to promote sustainable food and drink consumption) • WP6 – Communication and Dissemination
Data collection Analysis of public policy documents and media discourses (WP2) In-depthindividualinterviews with policy makers and stakeholders (WP2, WP5) Focus groupinterviews with youngadult consumers (WP3, WP4, WP5) Online survey among young adult consumers (WP3) Evaluation of future trends and scenarios (WP4) Experiments with youngadult consumers testingvariousstrategies (WP5)
WP2(supervised by RO-ASE) Analyses the institutional and socio-cultural context within which consumers elaborate sustainable food and drink choices. • Development of the research framework and guidelines (Task leader: RO-ASE). • Analysis of public policy documents and media discourse (RO-ASE). • In-depth individual interviews with policy makers/stakeholders (RO-ASE). • Analysis of the collected data (NO-HVL). • Communication and dissemination activities (IT-UNIVR).
WP3(supervised by IT-UNIVR) Identifies drivers and barriers of food and drink choices. - Design of interview guide and survey questionnaires (IT-UNIVR). • Exploratory analysis of food behavior among young adult consumers through focus group interviews (IT-UNIVR). • Large scale online consumer survey with young adults in all involved countries (IT-UNIVR). • Analysis of the collected data (IT-UNIVR). • Communication and dissemination activities (IT-UNIVR).
WP4(supervised by SE-LUND and DE-HSGM) Identifies the emerging issues, future trends, and possiblescenarios. • environmental scanning and consumer cultural contextualization of the data collected during WP2 and WP3 (SE-LUND). • Scenario planning and development (SE-LUND). • Validation of the scenarios and selection of the most realistic (DE-HSGM). • Communication and dissemination activities (IT-UNIVR).
WP5(supervised by NO-HVL) Identifying possible strategies for promoting sustainable food and drink consumption. • Comparison of policy makers’, producers’, and consumers’ opinions and perceptions (NO-HVL). • Identification and evaluation of different policies and marketing strategies (NO-HVL). • Experimental testing of the effectiveness of policy and marketing strategies (NO-HVL). • Communication and dissemination (IT-UNIVR).
Impact • New knowledge on consumer decision-making process for sustainable food and drink products • Mapping of multiple factors facilitating or preventing sustainable food and drink choices in Europe • Information and recommendations to European public authorities and food and drink industry • Increasing awareness about sustainable food products in the general public
Scientific impact Conference/scientific papers: • The effect of macro and structural factors on sustainable food and drink consumption from the policy makers’ perspective (Aug 2019) • The drivers and barriers of sustainable food and drink consumption from the youngadult consumers’ perspective (May 2020) • The future trends of sustainable food and drink consumption in Europe (Sep 2020) • Strategicalrecommendations for companies and public authorities in each country (Jun 2021)
Administrationand Management(WP1)WP Leader: UNIVR-IT • Consortium Agreement signed in May 2018 • Steering Committee (one representative from each project team) • Management Board (threemembers) • ExternalAdvisory Board (twoacademics and one stakeholder) • Plans: quality, risk management, data management and communication & dissemination • Visitingresearchersexchanges
Communication & Dissemination • Project logo • Website: http://sites.les.univr.it/suschoice/ • Twitter: @suschoice • LinkedIn and ResearchGate • Newsletters • Research days (in Bergen) and talks in public events (BIOlogic in Verona) • Industrial forums (e.g. MebiForum in Palermo, Italy) • Conferences (e.g. Cafee in Bucharest, Eurosense in Verona) • A dedicatedsection on sustainability in the beersector (in the book ‘Case Studies in the Beer Sector’, Elsevier) • Priorities: policy makers & food and drink producers; youngadult consumers
WP6(supervised by IT-UNIVR) Ensures that the Communication and Dissemination Plan meets its objectives and performs the foreseen activities within the agreed time. • Specialist communication and dissemination, manages all types of communication with stakeholders, research community, policy makers, food producers, retailers, consumers and their association (IT-UNIVR). • Gen Y communication and dissemination manages all types of communication with the target audience and food consumers in general (RO-ASE).
Thankyou for yourcooperation!&Success to SUSCHOICE Project! http://sites.les.univr.it/suschoice/ @suschoice
SUSCHOICE is part of the ERA-Net SUSFOOD2 with fundingprovided by nationalsources (MIUR-Italy, RCN-Norway, FORMAS-Sweden, PM-BLE-Germany and UEFISCDI-Romania) and co-funding by the EU’sHorizon 2020 research and innovationprogramme