Presentation is loading. Please wait.

Presentation is loading. Please wait.

Public Understanding of Sustainable Consumption of Food Rachel Muckle Social Science Research Manager Defra Climate Change Group.

Similar presentations


Presentation on theme: "Public Understanding of Sustainable Consumption of Food Rachel Muckle Social Science Research Manager Defra Climate Change Group."— Presentation transcript:

1 Public Understanding of Sustainable Consumption of Food Rachel Muckle Social Science Research Manager Defra Climate Change Group

2 One of five projects: Public Understanding of Sustainable… Consumption of Food Energy Use in the Home Transport Finance and Investment Leisure and Tourism

3 Research Aims: Consumer aspirations around food – do environmental issues influence purchase decisions Consumer perceptions and understanding of good food Spontaneous understanding of the concept of sustainable consumption and production of food How consumers respond to the idea of sustainable consumption of food Acceptability of five specific behaviour goals Expectations of government, retailers and producers

4 PROPOSED HEADLINE BEHAVIOURS - Install insulation; - Buy energy efficient products; - Better energy management; - Install microgeneration - Increase recycling; - Waste less food - More responsible water usage - Use more efficient vehicles; - Use car less for short trips; - Less flying (short haul) - Eat locally in season food ; - Adopt lower impact diet Personal Transport Homes: waste Homes: energy Homes water Eco-products

5 Food Behaviour Goals Buy food that is locally in season Waste less food Buy certified/labelled/assured food Buy certified/labelled fish Adopt a diet with low environmental impacts

6 Methodology Recruitment framework based on Defras pro- environmental segmentation model Based on attitudes and values Further development work underway New model available from December discussion groups with follow up interviews Each discussion group lasted for two hours Participants were asked to complete a shopping diary before attending the group 82 blind follow up phone calls were made two weeks after the groups were conducted

7 Willingness to Act Ability to Act High ability + willing Low ability + unwilling Who might do What Those Greenies, theyre too concerned about the environment…they need to chill out, live a little. I cant afford a car so I dont drive. I use the train instead I am on a restricted budget so I cannot afford organic food…When I earn more in the future I definitely will buy it. We now turn the thermostat down…This is to cut down the bill, but then you start to think about the environment Going away is important…Id find it hard to give up, well I wouldnt, so that [carbon off-setting] would make me feel better I try to conserve whenever I can… a lot of people dont think like that Organic food – you pay twice the price and how can you be sure that it really is organic

8 Headline Findings (across projects) Consumer understanding is low and assumptions do not match reality If this is serious - Consumers expect Government and Business to be acting Behaviour goals – People are motivated by local scale and personal benefits People are unlikely to take on anything that will impact their everyday lifestyle Buying better products is acceptable and people are interested in knowing theyre better

9 Headline Findings from Food Research Any voluntary shift towards pro-environmental behaviour on consumers side must be met with visible action from business and government A premium is placed on leadership in this area Businesses are seen as the lynch-pin for change Consumers are seeking leadership and guidance from Government

10 Headline Findings from Food Research Business is a lynchpin for change Consumers believe supermarkets and food manufacturers have a central role to play in creating change Across all segments consumers are looking for business to: Self regulate to ensure sustainable practices Enable better choices for consumers Implement sustainable practices during production

11 Actions for business Supermarkets Only Make sustainable choices clear Make sustainable affordable Reduce bad offers Supermarkets and Producers Reduce packaging Examine supply chains Support British Reduce food miles

12 Messages for government: Consumers question why they have heard so little about sustainable food Government has a role as an educator Consumers believe the Government has a role to play in forcing businesses to change if it is not delivered voluntarily

13 How this research will be used… Validation/quantification of segmentation model Engagement with major Defra projects (e.g. Supermarket Engagement, Waste Strategy, Act on CO 2 campaign, Product Roadmaps) Developing a vision for a sustainable food chain Developing a Pro-environmental Behaviour Strategy

14 Thank you Rachel Muckle Social Science Research Manager Defra Climate Change Group


Download ppt "Public Understanding of Sustainable Consumption of Food Rachel Muckle Social Science Research Manager Defra Climate Change Group."

Similar presentations


Ads by Google