Big Changes Start with Small Steps – Understanding Europeans’ Attitudes towards H&S diets

Abstract

The global food system, from production to consumption and waste, places the heaviest burden on Earth's shoulders, threatening both the natural ecosystem and the health of people. Changing our current dietary patterns is paramount and urgent, considering the worsening of existing environmental issues. Sustainable diets must become commonplace across society. The main role of this paper is to improve current knowledge regarding the attitudes of European citizens towards food and the concept of healthy and sustainable diets. The main variables analyzed are food purchasing behaviour, consumption of healthy and sustainable diets and main factors influencing the adoption of healthy eating behaviours. The data analysed is collected under the 2020 Special Eurobarometer survey, developed by the European Commission. The study found that overall respondents are willing to adopt healthier diets for them and the environment. At the same time, some important barriers need to be addressed first in order for real changes to happen. Results also highlighted important differences between countries, based mostly on their socio-economic context and reported eating behaviours. This study might serve as a starting point for further research on the subject and can guide both marketers and practitioners in the food industry who want to make sustainable diets more appealing to the general public. This paper also contributes to the latest research on food consumption behaviour during the COVID-19 pandemic.