Portraying the sustainable consumer: Exploring sustainable food consumption using a lifestyle segmentation approach

Promotie

Portraying the sustainable consumer: Exploring sustainable food consumption using a lifestyle segmentation approach

Promovendus dr. MCD (Muriel) Verain MSc
Promotor prof.dr. G (Gerrit) Antonides
Copromotor dr. JC (Hans) Dagevos
dr. SJ (Siet) Sijtsema
Organisatie Wageningen University & Research, Urban Economics, Wageningen School of Social Sciences (WASS)
Datum

ma 7 december 2015 11:00 tot 12:30

Locatie Auditorium, building number 362
Generaal Foulkesweg 1
362
6703 BG Wageningen
0317-483592

Summary

Contemporary dietary patterns are related to all kinds of sustainability issues. Think of the environmental impact or animal welfare issues. Reduced consumption of animal-based products (especially meat and dairy) and an increase in plant-based products would make our food consumption more sustainable. In this thesis, a series of segmentation studies have been conducted to categorize consumers into groups. We consider how consumers think of their sustainable food and how they behave. In addition, we investigate how these groups can best be approached to increase their intentions to consume sustainably. Several key lessons have been learned: 1) it is important to distinguish between several types of sustainable food behaviors, 2) the link between sustainable food and healthiness seems promising, and 3) product-category differences should be considered. This thesis provides a better understanding of sustainable food consumption and therefore contributes to a shift towards more sustainable food patterns.