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Institut für Ernährungsmedizin

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    The influence of knowledge about the environmental impact of foods on consumers' decisions and perceptions
    (2024) Bschaden, Andreas; Ströbele-Benschop, Nanette
    Food production substantially impacts the environment, with large differences between foods, dishes, and dietary styles. Therefore, consumer behaviour is an important issue in sustainability research. Several theories attempt to explain consumer behaviour, such as the Theory of Planned Behaviour or the transtheoretical model. In both models, attitudes play a central role in explaining behaviour. Attitudes are in part influenced by knowledge, and by information individuals are exposed to. This dissertation project aimed to enhance the understanding of the interplay between consumers’ knowledge and dietary behaviour, with the focus on ecological sustainability. Three studies were conducted, each focusing on diverse aspects. First, the project investigated how aware the participants are about the environmental impact of meat consumption, and how two informative videos could influence that knowledge, as well as participants’ meat consumption. Second, the hedonic perception of a snack that was offered under different sustainability information conditions was explored. Third, the impact of carbon footprint information of dishes on food choices, as well as participants’ perception of that information was examined. The first study assessed participants’ knowledge regarding the environmental benefits of various dietary strategies, such as purchasing regional, seasonal, and organic foods, avoiding plastic packaging and foods imported by airplane, and eating less meat. Additionally, an intervention using three kinds of informative videos was conducted to investigate the impact of the provided information on the participants’ knowledge. Data were collected through a questionnaire before and after the intervention. The second study examined consumers’ hedonic perception of a novel savoury tortilla-chips shaped snack made from by-products of the food industry. The snack was offered to a sample of participants under two varying information conditions to investigate how information about the snack’s ingredients, its sustainability with general information about food losses compared to tasting the snack without such information, influenced the hedonic experience. The third study investigated the influence of displaying the carbon footprint of dishes on dish choices across various gastronomic settings and with visually different presentation methods. In addition to sales figures, customer perceptions of the provided information were also evaluated, gathered through a survey. Results suggest that consumers still underestimate the environmental benefit of eating less meat, both in general and compared to other strategies. While this result applies for all investigated groups, there were significant differences between gender and educational groups. The documentary about the environmental impact of meat consumption led to higher assessments of the environmental benefit of eating less meat a week later, but no effect was observed a year later. No such effect was observed for the educational video about the same topic, nor for the control video. Regarding the perception of a savoury snack under different information conditions, the MANOVA model showed significant effects for study condition on perceived saltiness, for gender on willingness to pay and odour, and for ecological awareness on health perception. An interaction-effect was observed for study condition and gender for perceived taste and saltiness, suggesting that women liked the snack better when sustainability information was provided, and men liked it better with no such information. Investigating the impact of carbon footprint information on food choice, in the participating university canteen, the average carbon footprint of all chosen dishes was 1.5 percent lower when carbon footprint information was provided, while there were no significant effects in company canteens, food trucks, and a restaurant. The feedback from customers in the questionnaire was predominantly positive overall. In line with other research, the results have found a lack of knowledge regarding the environmental impact of food production and consumption, particularly among male participants and individuals with lower educational levels. While the documentary appeared to be effective as an educational tool in the short term, no impact was observed after a year. The presentation of the carbon footprint on menus showed inconsistent results regarding the food choices. Since this is not in line with other research findings, the topic should be further investigated in various gastronomic settings and with various ways of presenting the information. As it seems challenging to translate knowledge into action, beliefs, or attitudes, further research should prioritise that aspect. The project found consumers being open to sustainable nutrition, and desiring more information. Sustainability information about reducing food losses processing by-products did not consistently evoke a better hedonic experience in a snack tasting. However, as other studies reported such effects investigating different products and information, further research is needed to explore the effects for various information, such as climate-friendliness of products. In practice, food producers, retailers and caterers, consumers, and policymakers can adopt various strategies to address the challenge of supporting the food system to become more sustainable.