At White Research, we specialise in delivering actionable insights through robust survey analysis. Our recent work under the EU-funded Eco-Ready project is a testament to our expertise, where we conducted a comprehensive EU-wide survey to understand consumer behaviour towards sustainable food consumption. This study, part of a broader effort to create a resilient European food system, showcases our ability to transform complex data into meaningful strategies that drive sustainable change.

Understanding Consumer Behaviour

Our survey targeted a diverse group of EU citizens to delve into the factors influencing sustainable food choices. We explored a wide array of variables, including environmental awareness, personal values, economic considerations, and psychological triggers. The analysis provided a clear picture of the motivations behind sustainable consumption, as well as the barriers that prevent more widespread adoption.

Key Findings

One of the standout insights from our research is the general willingness among consumers to pay more for sustainable products. This readiness is primarily driven by factors such as a close connection to nature, environmental awareness, and the influence of eco-labels, alongside a higher income. However, barriers such as high costs, brand reputation concerns, and limited product availability pose significant challenges. In the scope of sustainable food consumption, we find that a positive commitment to sustainability strongly correlates with increased consumption of sustainable food products. Conversely, a present-oriented time perspective appears to hinder sustainable food choices.

Additionally, our survey revealed the significant impact of income, environmental awareness, and eco-labels on sustainable food choices. We identified distinct consumer profiles based on demographic characteristics, providing a nuanced understanding of the various factors that drive sustainable behaviour. These profiles are precious for shaping targeted strategies that promote environmentally conscious dietary practices.

White’s Expertise in Survey Analysis and the Eco-Ready Project

At White Research, our expertise goes beyond merely gathering data. We specialise in interpreting complex survey results to deliver insights that are actionable. Our methodological thoroughness, combined with our ability to distil critical findings, offers us access to insights which can be translated into tailored engagement approaches.

The Eco-Ready project, within which our survey was conducted, exemplifies the innovative approaches we are contributing to. This project is set to develop a real-time surveillance system known as the Eco-Ready Observatory, available as an e-platform and mobile application. It will serve as a centralised source of information, providing real-time assessments and frequent updates for the European food system. Integrated with a network of 10 Living Labs across Europe, the Observatory will offer tools and knowledge-based resilience strategies, aimed at supporting policymakers, the scientific community, the agri-food industry, and society at large.

Our survey findings play a crucial role in shaping the tools and strategies that will be embedded in the Observatory. By understanding the drivers of sustainable consumer behaviour, we help ensure that the Observatory’s resources are finely tuned to promote effective, consumer-driven resilience strategies.

Explore our findings further by reading the full report, D2.1 Stakeholder Analysis.