Sustainable Food Production Practices and Consumer Expectations

Almost everyone agrees that utilizing sustainable food production practices is a good idea. But just what does that mean exactly? This study explores young adults’ knowledge about what comprises sustainable food production... [ view full abstract ]

Almost everyone agrees that utilizing sustainable food production practices is a good idea. But just what does that mean exactly?

This study explores young adults’ knowledge about what comprises sustainable food production practices, trusted sources of information, the role of government guidelines, whether labeling should be required and their perceptions if we do not move toward more sustainable food production practices in terms of risk/benefit, control/no control and voluntary/involuntary.

Data collection via a survey will conclude in early spring but preliminary results indicate that 70 percent of the respondents reported that purchasing sustainable food was somewhat or very important to their purchase decision. While the cost of food was the primary consideration in their purchase decision, respondents reported that they consider what effect food production practices have on global warming, the role of food waste and over consumption of food.

Respondents primarily defined sustainable food practices as it pertains to human health in terms of consumption followed by environmentally sound production practices. Sixty percent of the respondents reported that they did not feel very informed about sustainable food production practices and 40 percent of the participants responded that they did not understand the difference between the terms sustainable food and organic food.

In terms of ranking the importance of sustainable food production considerations, the respondents ranked the impact on the environment as the most important issue followed by financial stability as it pertains to the economy.

Respondents reported that the media is the most trusted source of information about sustainable food production practices followed by the government or a grocery store employee who were both ranked second as the most trusted sources of information. The majority of respondents (86 percent) feel the government should develop guidelines for sustainable food production claims and once established, labeling should be mandatory (90 percent). Labeling would lead to the perception that the consumer had more control over their food choices (86 percent).

The initial analysis indicates that young adult consumers lack an understanding of what comprises sustainable food production practices. However, these consumers trust the media and the government, or a store employee, to inform them about sustainable food production claims. Furthermore, there is strong support for mandatory labeling concerning claims about sustainable food production practices and that the labeling should be based on government established guidelines