The Role of Food Values in Sustainable Food Consumption

Drawing upon the food values framework developed by Lusk and Briggeman (2009), we investigated the influence of the diverse food quality dimensions on sustainable food consumption. We collected data from 1000 consumers in Denmark and Italy through an online survey and implemented an Ordered Logit model. Our results demonstrate that the probability of consuming sustainable products is not significantly affected by the whole set of food values. Notably, Environmental impact, Naturalness and Animal welfare emerge as the most important drivers. Conversely, Price negatively impacts sustainable food consumption, highlighting the lack of affordability for sustainable foods as a substantial barrier to promote the transition towards more sustainable consumption patterns.