Sustainability for Food Consumers: Which Perception?

A sustainable future for the community is one of the objectives established by the European Union Agenda 2030. Furthermore, sustainable consumption has been identified as one of the possible trajectories for sustainable development. It is for this reason that food production, distribution and consumption ways cannot be overlooked for sustainability achievement, as well as the consumer’s related perception. In this research the Best–Worst scaling methodology was adopted to explore the priorities declared by a sample of 801 consumers among 12 different sustainability definitions selected from the scientific literature. The choice experiment was carried out through face-to-face interviews during two food and wine events closely related to the sustainability theme in the food sector. The respondents considered as sustainability priority definition the “preservation of natural resources”, followed by “decent working conditions” and “accessibility for everyone to healthy and safe food”. Moreover, 5 consumer’s clusters were identified according to the priorities assigned to the different sustainability definitions, as well as to individuals socio-demographic characteristics. The description of the priorities assigned by the clusters to the different sustainability definitions have also been described as guidelines for consumer attitudes towards the different sustainability dimensions (environmental, social, economic and governance).