Shrinking the food-print: Understanding consumers to promote healthy and environmentally friendly food behaviours

Annet HOEK, David PEARSON, Sarah James, Mark Lawrence, Sharon Friel

Research output: A Conference proceeding or a Chapter in BookConference contribution

Abstract

Globally there is increased recognition of the importance for multilevel policy responses to address healthy and environmentally friendly food behaviours. However it is not yet clear which policies may support consumers to adopt them. In order to prepare for a nation-wide survey, we performed 15 online in-depth interviews. The objectives were to explore consumer beliefs and behaviours along with identification of enablers and barriers to perform the four key food-related behaviours of eating animal and plant products, processed foods, overeating, and food waste. Results show knowledge and awareness about environmental aspects were generally low – primarily referring to packaging and ‘chemicals’ in foods. Further, consumers thought the combination of healthy and environmentally friendly foods was plausible, although health was clearly a stronger driver in food choice. We therefore recommend health should be used as the guiding principle for policies, as this has greater potential to support behaviour change.
Original languageEnglish
Title of host publicationAusralian and New Zealand Marketing Academy (ANZMAC) Conference
EditorsSharyn Rundle-Thiele, Krzysztof Kubacki, Denni Arli
Place of PublicationAustralia
PublisherAustralian and New Zealand Communications Association (ANZCA)
Pages1439-1445
Number of pages7
Publication statusPublished - 2014
EventAustralian and New Zealand marketing Academy Conference (ANZMAC 2014) - Brisbane, Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014

Publication series

NameAustralian and New Zealand marketing Academy Conference Proceedings
PublisherANZMAC
ISSN (Print)1447-3275

Conference

ConferenceAustralian and New Zealand marketing Academy Conference (ANZMAC 2014)
CountryAustralia
CityBrisbane
Period1/12/143/12/14

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