A shift towards more sustainable consumer diets is urgently needed. Dietary guidelines state that changes towards less animal-based and more plant-based diets are beneficial in terms of sustainability and, in addition, will have a positive effect on public health. Communication on these guidelines should be most effective when tailored to the motivations of specific consumer segments. Therefore, the current study (1) segments consumers based on the importance they attach to sustainability, health, taste and price of food in several food categories; and (2) tests different ways (with health arguments, sustainability arguments, or both) of communicating the dietary guideline. Three segments have been identified: pro-self, average, and sustainable conscious consumers. For pro-self and average consumers, the communication of both health and sustainability benefits made them think most about sustainability, although communication did not result in changes in dietary intentions in these segments. For sustainable conscious consumers, intention to reduce their meat consumption increased when both health and sustainability benefits were communicated. These research outcomes indicate the importance of segmentation research in the development of dietary messages. In addition, the findings show the importance of taking product category differences into account in studying consumer food motivations and intentions.

Consumer involvement plays a major role in the circular economy (CE), which requires a new and more active role of consumers. However, consumer awareness of and interest and involvement in the CE is low. Therefore, we aimed to find the starting points for consumer involvement in activities that promote a CE by exploring consumers’ general perceptions of the CE and several practice cases. Four focus group discussions were conducted (N = 24) in the Netherlands. The group discussions showed that most consumers did not have a clear understanding of the term “circular economy,” although their associations pointed in the right direction. Perceptions, attitudes, motives and barriers in terms of advantages and disadvantages varied among the participants and were related to (1) the functionalities of the products, (2) the production system, (3) economic aspects and (4) emotions such as concern about risks. We identified four key messages: targeting with regard to behaviours, attitudes and product functionalities; aligning with emotions; linking to practical cases; and applying multidimensional CE-related behaviour in everyday life and involving consumers in its innovation. These key messages are helpful in overcoming obstacles and barriers, raising awareness and providing input for sustainable consumption and production in the CE.

To support the transition to a more plant-based diet, it is necessary to better understand flexitarians, i.e., individuals who curtail their meat intake by abstaining from eating meat occasionally without fully abandoning meat. Much of the research about eating (less) meat thus far has focused on motivations. However, a dietary shift toward less meat consumption also demands that capabilities and opportunities be taken into account. The present study explores the capability and opportunity variables in terms of enablers and barriers to reduced meat consumption. Focus group discussions (Study 1) and a survey study (Study 2) were conducted. Study 1 provides an overview of what food consumers perceive as capabilities and opportunities in the context of limiting meat consumption. Study 2 quantifies the aspects of capabilities and opportunities with a special focus on enabling and constraining aspects regarding plant-based meat substitutes. Both studies examine what Dutch flexitarians designate as capabilities and opportunities in transitioning to eating less meat in everyday life. More insight into this helps to find and facilitate food choices that make the flexitarian choice an easier and more obvious one and consequently contribute to flexitarians as food innovators for a healthy planet.

This study provides a deep insight into Chinese consumer trust in the Chinese dairy value chain, as a lack of trust due to the 2008 melamine scandal has been widely recognized as a barrier to the development of the domestic dairy industry in China. Based on face-to-face interviews with 954 Chinese consumers in Beijing, Shanghai, and Shijiazhuang, this study measured consumer trust in farmers, manufacturers, retailers, the government, and third parties. Consumer trust was studied by measuring the effect of beliefs on the trustworthiness of actors (i.e., competence, benevolence, integrity, credibility, and openness), and current experiences regarding the melamine scandal and the media. The results showed that the level of trust in dairy chain actors varied. The government and third parties were relatively highly trusted, whereas retailers were considered less trustworthy. The importance of consumer beliefs about trustworthiness are different among actors. Consumer belief of competence determines trust in farmers and manufacturers. For retailers, the government, and third parties, respectively, benevolence, credibility, and openness are the most important factors. Trust in dairy chain actors is still strongly negatively affected by current experiences regarding the melamine scandal, even though it occurred more than 10 years ago. Using social media to directly provide more information and establish continuous daily communication with consumers could help manufacturers and third parties to strengthen consumer trust.

A targeted approach to increase fruit and vegetable consumption, considering the heterogeneity of food choice motives across consumers and across contexts, is expected to be more effective than the often used 'one-size-fits-all approach'. Therefore, the current study aims to increase understanding of consumers' food choice motives across contexts, to identify consumer segments based on these motives and to gain insights in fruit and vegetable consumption, perceptions and demographic characteristics of these segments. An online survey was conducted in May 2015 among consumers in the Netherlands, Germany, France, the United Kingdom, Poland, Spain, Greece, Croatia and Serbia. 3064 participants completed the survey on fruit and 2998 participants completed the survey on vegetables. Four segments were identified, differing in their focus on present versus future food choice motives for main meals at home and for other contexts. The segments differed in their consumption, perceptions of fruit and vegetables and in their demographic characteristics. Implications for targeted approaches to increase fruit and vegetable consumption are discussed.

Innovations are urgently required to transform toward a more circular food system in which the food production and processing is more sustainable and the dietary patterns of consumers are more healthy and sustainable. It is needed to be more innovative in a multidisciplinary and consumer oriented way. Therefore, this paper introduces circular food design model and presents some applications. This paper presents background information regarding relevant models of product development and combines approaches and insights from different disciplines, such as consumer and food science, all present in the food system. In addition, the linkage with design thinking is addressed. Moreover, research questions are presented focused on the identification, development and optimization phase with regard to agricultural production, food storage, processing, retail and consumption. This circular food design model can support a way of thinking that will lead to multidisciplinary and citizen participating in food product development. The added value of circular food design model is; first, the model stimulates a citizen participation approach in a creative way; second, the model supports communication and collaboration among all involved disciplines. The newly developed circular food design model visualizes an iterative approach meant to be a flexible and creative tool to structure the new food development in the different phases to support value creation in the food system in order to support its transition.