Cow milk is under increased scrutiny due to its environmental impact and ethical considerations concerning animal welfare. At the same time, a rising share of consumers is switching to plant-based milk substitutes (abbreviated “plant milk”). The objective of this study was (1) to analyze the product image of plant milk and cow milk and (2) to compare the motivational structure behind the consumption of both product categories. For this purpose, a quantitative survey with Austrian consumers was carried out to analyze the product image of plant milk in comparison to cow milk (n = 1001). The product image analysis revealed that the product image of cow milk is still much better than that of plant milk. Amongst others, cow milk is considered to be healthier, more natural, and better for bones. Product image valuation was dependent on the (non-)consumption of plant milk. Plant milk consumers evaluated plant milk significantly better; they considered plant milk to be much better digestible and allergy-free. The qualitative study using means-end-chain analysis, with two sub-samples of interviewees (plant milk consumers, n = 30, and cow milk consumers, n = 30), identified different motives for the consumption of cow milk and plant milk. Motives that were only reported from cow milk consumers are the origin of milk and the support of small-scale dairy production of farmers. Motives of plant milk consumers were much more diverse and included animal welfare and sustainability aspects.

Domestic food markets are of significant importance to Kosovar and Albanian companies because access to export markets is under-developed, partly as a result of the gaps in food safety and quality standards. Kosovar and Albanian consumers’ use of food safety attributes and their evaluation of the quality of domestic food versus imported food are the research objectives of this study. The paper is based on a structured consumer survey of 300 Kosovars and 349 Albanians analyzing their perceptions of issues related to food safety and quality, measured through two respective batteries of items using a 5-point Likert scale. We used the t-test to identify differences between populations, correlation analysis and the bootstrapping method. Despite the prevalent problems with food safety, consumers in both countries consider domestic food to be safer as well as of higher quality than imported products. Kosovars are more likely than Albanians to perceive domestic food products to be significantly better than imported products. Female and better educated consumers use information related to food safety more often. Expiry date, domestic and local origin, and brand reputation are the most frequently used safety and quality cues for both samples. International food standards such as ISO or HACCP are less frequently used as quality cues by these consumer groups. It is important to strengthen the institutional framework related to food safety and quality following best practices from EU countries.

Consumers are responsible for almost 50 percent of food waste. Consumer-focused interventions are crucial to achieve many Sustainable Development Goals (SDGs), especially SDG 12.3. There are many factors that cause food waste, and these can be prevented by changing the consumption behavior of adults. Mobile apps are seen as promising tools to change consumer behavior for ensuring more sustainable food consumption. This study describes the development process and examines the perceived quality of MySusCof, an app intended to reduce the food waste of consumers. The uMARS scale was used for collecting data from consumers. Within the scope of the study, two studies were conducted to examine the development process of the application and to determine the user reactions to the mobile application. Results show that gamification elements with hedonic and social components, as well as functional aspects, are important features for user engagement and perceived impact. The qualitative results also supported the user experience in both hedonic and functional value and role of mobile apps to lead behavior change. This study serves as a guideline for future developers of mobile apps intended to lead consumers to a more sustainable food consumption.

The scarcity of natural resources together with the exponentially increasing world population has made the sustainable consumption of food (SCF) a crucial issue, as it has impacts on a variety of environmental, health, economic, and social dimensions. Considering the rarity of a holistic view in previous studies, this study aims to assess the current situation in sustainable food consumption and develop suggestions from all aspects, depending on the opinions of experts. In this direction, semi-structured interviews are conducted with 25 experts from Turkey to frame the concept of SCF, reveal the level of consumers’ awareness, and provide suggestions to support SCF implications. Experts have considered SCF from ecologic, social, economic, and health perspectives; ecologic aspects being the most important, followed by economic and social perspectives. Deficits on the consumer side are lack of awareness, unplanned shopping, and mistakes in post-consumption behavior. Lack of awareness about the consequences of meat production, difficulties in changing lifestyles and lack of motivation of adults were identified barriers to SCF. Finally, suggestions of the experts for achieving sustainability are mostly relevant to raising awareness on balanced nutrition and food waste, with the help of training programs and the efficient use of communication channels, such as social media.

The dairy market is one of the fastest growing agri-food sectors in Kosovo, yet the farm structure is fragmented. The level of productivity is lower compared with European Union levels and shows potential for improvements. The consumption of dairy products is expected to rise due to income growth and segmentation of consumers that would reflect different preferences for low-fat or zero-fat products, products with natural additives, and so on. On the market level, a significant share of the consumed milk and dairy products is imported. This study aims to better understand attitudes and preferences of Kosovar consumer segments toward milk and dairy products. A quantitative survey with 300 consumers was conducted in major Kosovo cities. Applying a reduced version of the Food Related Lifestyle instrument identified three distinct consumer segments: the conservative consumer segment, the socially oriented foodie, and the information-seeking eco-consumer. The latter two segments are especially open to trying new food products and actively search information about food. All three consumer segments show strong consumer patriotism by believing that domestic milk and cheese are safer than imported products and are of higher quality. This indicates the strong market potential for dairy farmers and companies in the Kosovo, which should develop new food products having these segments in mind. The authors explore the strategies that farmers and companies should use to better target these consumer groups and gain greater access to desirable segments.