This study, authored by Amy Culliford and Jane Bradbury, explores the readiness of UK consumers to adopt environmentally sustainable dietary behaviors. Using an online survey of 442 participants, the research evaluates consumers' perceptions of the environmental benefits of various sustainable diet recommendations, their readiness to adopt these behaviors, and the factors that influence food choices. The findings indicate that consumers are more engaged with behaviors like reducing food waste and buying locally grown produce, but are less willing to adopt plant-based diets or choose organic produce. Differences in perceptions and readiness to change were observed between demographic groups, indicating that policy actions are necessary to support behavior changes towards sustainable diets.
Source: Canva