This working paper by the Global Alliance for Improved Nutrition (GAIN) investigates whether consumers in Indonesia, Bangladesh, and Kenya consider environmental factors when making food choices. The study was conducted as part of GAIN’s Nourishing Food Pathways (NFP) programme, which supports food system transformation in 11 countries.
GAIN hypothesized that consumers might experience emotional tensions related to environmental sustainability that influence food choices—potentially opening doors for emotionally resonant campaigns promoting sustainable diets. However, the study found that while consumers are aware of environmental issues (e.g., waste, pollution, climate change), these do not significantly influence food decisions. Instead, cost, convenience, and cultural factors dominate consumer priorities.
Consumers often attribute environmental degradation to governments and corporations, feeling personally disempowered to make impactful changes. Although there is awareness of the environmental impact of plastic waste, especially in food packaging, it does not translate into significant behavioral change. The study concludes that environmental concerns alone are unlikely to drive dietary shifts in these countries, and campaign messaging must align with consumers’ values and emotional motivations while still promoting nutritious and environmentally sustainable choices.
Resource type:
Reports and discussion papers