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Sustainable and healthy food consumption in Europe: an analysis of consumer purchase patterns, motivations and barriers towards foods from SFSCs
Hyland, John Henchion, Maeve Olomo, Oluwayemisi Attard, Jennifer Gaffey, James
Hyland, John
Henchion, Maeve
Olomo, Oluwayemisi
Attard, Jennifer
Gaffey, James
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2023
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Hyland, J., Henchion, M., Olomo, O., Attard, J. and Gaffey, J. (2023, in press) Sustainable and healthy food consumption in Europe: an analysis of consumer purchase patterns, motivations and barriers towards foods from SFSCs, British Food Journal, 10.1108/BFJ-01-2023-0058
Abstract
The aim of this paper is to better understand European consumers’ behaviour in relation to Short Food Supply Chains (SFSCs), so as to provide insights to support their development as part of a sustainable food system.. Specifically, it aims to analyse consumer purchase patterns, motivations and perceived barriers, and to identify patterns of behaviour amongst different consumer groups.
An online consumer survey was conducted in 12 European countries (n=2,419). Quantitative data analysis, including Principal Component Analysis (PCA) and cluster analysis, was undertaken using SPSS.
Four consumer clusters are named according to their behavioural stage in terms of SFSC engagement; Unaware Unengaged, Aware Unengaged, Motivationally Engaged, and Executively Engaged. Unaware Unengaged and Aware Unengaged are in the non-engagement phase of behaviour. Motivationally Engaged are motivationally activated to engage in the behaviour but fail to do so consistently. Executively Engaged is the fully engaged cluster, being motivated to act and purchasing local food on a frequent basis. The results show an interesting interplay between motivations and barriers, i.e. higher scores for motivations and lower scores for barriers do not necessarily translate into higher purchase frequency.
The research gleans insights into the contextual factors that may inhibit SFSC purchases in different consumer segments. It offers practical implications for policymakers and others seeking to develop SFSCs as part of a sustainable food system.