Sustainable labelling is an important tool in raising awareness and informing potential buyers regarding environmental, economic and social issues. This study provides insights into consumers’ value of food sustainability labels through the exploration of the impact of logos on their purchasing decisions (willingness to buy (WTB)) and readiness to pay (willingness to pay (WTP)) a higher price for sustainability-labelled products. Data was collected via an online survey among a sample of 423 adult city dwellers in Poland. The structured questionnaire beside sections concerning consumer buying behaviour and perception of the food labels consisted of a behavioural choice experiment (CE), where two categories of plant products: fresh (apples or bananas) and non-perishable (rice or beans) varied by type of labelling (logos: Euro-leaf, PGI, Fair Trade or without logo) and by price. Cluster analysis revealed two consumer groups (named “Sceptical” and “Mindful”) that had varied opinions and perceptions of sustainable labelled food and buying behaviour. The research results indicate that when the logo is poorly-known even consumers with positive attitudes towards sustainability do not use it as a cue when shopping for food. Moreover, urban consumers were very price sensitive and showed a restrained desire to pay a higher price for sustainability labelled products.

Objective: To obtain a better insight into the conceptualization of sustainable consumption among consumers with special focus on food choice determinants. Previous studies show that people present positive attitude towards sustainable diet while their everyday food choices do not follow sustainable diet rules.Design: A structured questionnaire was designed and data were collected via computer-assisted telephone interview among a random group (n600) of city-dwellers. Quota sampling was used in proportion to the city population. Cluster analysis (k-means method) was applied to identify consumer segments according to the determinants of food choices. Consumer segments were identified using one-way ANOVA withpost hocDuncan comparison of mean scores and cross-tabulation withχ². The Friedman test was applied to identify enablers and barriers of sustainable food choices.Setting: Cities in Mazovia, the best developed, central region of Poland.Participants: Adults (21–70 years old).Results: Consumers are not familiar with the concept of sustainability and are not able to define it adequately. Only 6 % of the studied population indicated that sustainable consumption is connected with nutrition which has possibly less impact on the environment. Three segments of consumers were distinguished regarding their attitude to food choice determinants adequate to sustainable diet: Non-Adopters (17 %), Emergents (32 %), Adopters (51 %). Desire to improve health by decreasing body weight was the main driver for sustainable food choices, while prices were the main limitation.Conclusions: Knowledge dissemination on sustainability issues is needed to empower consumers to make more sustainable food choices and to make public health and food policy measures more effective.

Despite the evidence-based health benefits of pulses and their significant role in sustainable diets, consumption remains at a very low level in highly developed countries. In an attempt to fill in the knowledge gaps on factors influencing this phenomenon, a study aimed at identifying attitudes, incentives and barriers to pulse consumption was carried out in a sample of 1027 Polish urban employees aged 25–40 years. The sample (quota type) was representative in terms of age and gender. Exploratory classifications using Kohonen neural networks were performed to define profiles of participants for each analysed issue. Pearson’s chi-square analysis was used to check whether the profiles depended on socio-demographic characteristics of the respondents. The results suggest that very low pulse consumption is a result of lack of habits, discomfort after eating and long preparation time. Pulses were recognized as a good source of protein (72% of the sample), especially among women (81%). Only 43% of the sample saw pulses as a substitute for meat. The majority of consumers pictured pulses as a tasty and healthy food, although they were not sure if this is true for small children. Women recognised pulses as a more environmentally friendly food but this knowledge would not impact their intake. Profiles of respondents with positive attitudes towards increased pulse consumption were identified, constituting 39% of the sample. These consumers could eat more if they were encouraged to do so. This shows that programmes aimed at fostering greater pulse consumption are crucial to activate a change towards more sustainable diets. At the same time, simple and clear guidelines should be developed to overcome the unjustified stereotypes about pulses. These would support consumers to make healthier and more sustainable choices and help professionals carry out effective promotion and education activities.

Food quality is considered to be one of the most important determinants of food choice. Given the variety of food products and the overflow of information in the market, certification labels are intended to encourage consumers to select healthier and more sustainable product options. This study focuses on how urban consumers from Poland and Belgium perceive food quality and whether certification labels shape their views on it. Research material was collected using quantitative (Paper and Pencil Interviews (PAPI)) and qualitative (focus groups (FGs)) methods. The survey was conducted among people visiting sustainable food fairs, on a sample of 701 adults in the cities of Warsaw, Brussels and Ghent. This study confirms that consumers are interested in food quality when choosing food, but their perception varies depending on the place of residence and other socio-demographic characteristics (age, income, education, household structure). Certificates were important for consumers if their message clearly signals exceptional quality and is consistent with awareness of sustainability challenges. Consumers from Belgium (a country with a long-established market economy) reveal deeper knowledge and a more favourable approach to certification labels than Poles. The role of labelling in shaping consumers’ perceptions of food quality depends on their awareness, experience and understanding of sustainability issues. This, in turn, is determined by the cultural environment of consumers, which in the case of our study was the country of residence.

Reducing the consumption of meat constitutes an important part of the global shift towards more sustainable food systems. At the same time, meat is firmly established in the food culture of most human beings, and better understanding of individual behaviors is essential to facilitate a durable change in contemporary eating patterns. To determine the level and nature of attachment to meat among consumers, the Meat Attachment Questionnaire (MAQ) in relation to the phases of behaviour change in the meat consumption reduction process was utilised. Data collected through a survey carried out among Poles aged 25–40 years living in cities were analysed with the use of Spearman’s correlations and one-way ANOVA with Tukey’s post-hoc tests. The biggest share of the studied group of millennials (N = 317) never considered reducing their meat consumption (Phase 1–41%) and was described by the highest level of MAQ score in all its categories: hedonism, affinity, dependence, and entitlement. More than half of the respondents in Phase 2 participants (“planners”) declared a willingness to cut down meat consumption but had not yet put their intentions into practice. Respondents qualified in Phase 3 declared the highest willingness to reduce meat consumption and were significantly less attached to meat regarding all MAQ categories than respondents in Phase 1. The 9% of the study participants (Phase 4) had already limited the frequency of their meat consumption to “several times a week”, this however still remains insufficient compared to the ambitious goals of sustainable healthy diets. Results indicated that meat attachment categories, especially hedonism and dependence, were identified as predictors of willingness to reduce meat consumption. Research exploring the determinants of change and possibilities of effective communication about meat reduction on an individual level in different cultural settings are needed.

Background/Objectives: Developing nutrition-oriented and more responsible consumer behaviors is crucial for the well-being of current and future generations. Food choice determinants and concerns of Gen Zs—also referred to as Post-Millennials, or Zoomers—were explored from a sustainable food system perspective to identify factors encouraging young people to be on the front line of this much-needed transformation. Methods: Quantitative data were collected with the use of the CAWI method from 650 adults representing Generation Z living in Polish cities. Statistical analysis identified three consumer segments, and cluster (CL) means were statistically contrasted using a one-way ANOVA with Scheffé tests for post hoc comparisons. Results: The research results indicate that the key considerations of food choice in the studied Gen Z sample are taste, price, and health. External factors, such as social media influencers and consumer trends, play a relatively minor role in decision-making. Gen Zs were more aware of the link between their eating patterns and health than the link between their eating habits and the natural environment. Members of the biggest cluster (CL3), constituting 48.3% of the total sample, declared the highest level of agreement with statements referring to links between diet, environment, and health from the food system perspective. This most allo-centered (community-oriented, altruistic) consumer segment, differing significantly with gender to other CLs was more concerned about climate change and protecting the natural environment and open to changing its dietary habits. Conclusions: Implementing research-based policy measures focusing on Generation Z, especially young women, as potential leaders and drivers of food system change is recommended.