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De communicatie over de duurzaamheidsimpact van voedselproducten gebeurt nuvooral via duurzaamheidskeurmerken en logo’s op productniveau. Veel consumentenvinden deze keurmerken en logo’s lastig te begrijpen en voelen zich niet altijdaangesproken. Hierdoor hebben keurmerken en logo’s in hun huidige vormbeperkte impact op keuzegedrag. In dit onderzoek kijken we welk type labels enduurzaamheidscommunicatie de meeste impact hebben op duurzame keuzes.

The sustainability impact of food products is now mainly communicated throughsustainability labels and logos at product level. Many consumers find these labelsand logos hard to understand and do not always feel addressed. In their currentform, labels and logos therefore have limited impact on behavioural choices. In thisstudy, we examine which types of labels and sustainability communications havethe most impact on sustainable choices.

Supporting sustainable consumer choices is critical as consumers show inconsistencies in their sustainable behaviour. Consumers indicate to value the environment but do not consistently behave in a sustainable manner. This article builds upon goal-framing theory to understand and support the consistency of sustainable behaviours across contexts. More specifically, it contributes to the literature by developing a food-specific goal-framing measurement that adds a moral goal frame to the existing gain, hedonic, and normative goal frames (Study 1; N = 1,100; measuring goal frames). Moreover, the results reveal a contrast between the gain and hedonic frames that are currently activated in the included real-life food choice situations (Study 2, N = 1,100; between-subjects design with three real-life food contexts, measuring goal frames, social norms, and intentions) and the moral frame, which is most consistently associated with sustainable behaviours (Study 2 and Study 3 [between-subjects design activating four goal frames, measuring goal frames and sustainable behaviour]). The findings demonstrate the relevance of moral goal frames to enforcing sustainable food transitions, for example by devising means of adapting the food environment to activate consumers’ moral rather than gain and hedonic goal frames.

Advies over de toegevoegde waarde van een eventueel verbod op fossiele reclame voor het bevorderen van klimaatvriendelijk gedrag.

Food Choice Motives (FCMs) such as price, sensory appeal and health are important in understanding food consumption. FCMs are traditionally investigated at a general level, for food choices on ‘a typical day’. However, food choices have been shown to differ across temporal, situational and social contexts. This suggests that measuring FCMs at a context-specific level could increase our understanding of food consumption in different contexts. Therefore, the current paper aims to explore whether FCMs are indeed context-specific for different meal moments, locations and social contexts. Two studies were conducted among Dutch adults (Study 1: N = 935; Study 2: N = 642). Both studies measured FCMs in context, either by using 2-hour recalls (Study 1) or recalls of the last consumption moment (Study 2). Result showed that participants rated and ranked FCMs significantly different across most contexts showing the relevance of considering the context when studying FCMs. Egocentric motives of taste, affordability, and convenience were the most important motives across all contexts, as was health. In contrast, sustainability-related motives were consistently rated as least important. Most variability occurred in the middle part of the rankings and mainly in health-related motives such as weight control and safety. This shows the added value of measuring FCMs in different contexts, particularly for health-related motives. The contexts snacking versus main meals, eating out of home versus at home and eating alone versus with others showed the most pronounced contrasts in ranking of FCMs. The current study is the first to quantitatively explore the variability of FCMs across eating contexts, both in rating and ranking of FCMs. The chosen research method resulted in a representative, though unbalanced sample of consumption contexts in the Netherlands, which limits the generalizability of the results to an international context and restricts the insights in out-of-home contexts as

Background: the last decade has witnessed an explosion of new consumer behaviour researchtechnology, and new methods are published almost monthly. To what extent are these methodsapplicable in the specific area of food consumer science, and if they are, are they any good?Methods: in this paper, we attempt to give an overview of the developments in this area. We distinguishbetween (‘input’) methods needed to shape the measurement context a consumer is broughtin, e.g., by means of ‘immersive’ methods, and (‘output’) methods that perform measurementsproper. Concerning the latter, we distinguish between methods focusing on neuro‐science, on psychology,and on behaviour. In addition, we suggest a way to assess the validity of the methods,based on psychological theory, concerning biases resulting from consumer awareness of a measurementsituation. The methods are evaluated on three summarising validity criteria; conclusions: theconclusion is that behavioural measures generally appear more valid than psychological or neuroscientificmethods. The main conclusion is that validity of a method should never be taken forgranted, and it should be always be assessed in the context of the research question.

Background: Protein transition, i.e. the transition from high levels of traditional meat consumption towards consuming less meat or more plant-based or alternative animal-based proteins, is highly dependent on consumer behaviour. This position paper adds to the literature by integrating the research streams on behavioural sciences and meat reducing strategies, thereby contributing to the use of behavioural science insights in developing meat reducing interventions towards a more plant-based food transition. Scope and approach: Meat-reducing strategies involve substituting meat with novel proteins, consumption of less meat or consuming meat less often, and becoming a vegetarian or vegan. Based on previous literature four systematic steps for effective interventions towards behaviour change are described in view of the current literature in the specific context of meat reduction. Finally, emergent strands of future research are identified. Key findings and conclusions: The four described steps compromise: (a) identifying the problem and desired behaviour change, (b) examining the main drivers of behaviour change, (c) select fitting interventions, and (d) impact assessment. Based on the meat-reducing literature the key strands for future interventions in the context of protein transition are identified. Moreover, literature gaps are defined. Resulting in an overview of systematic steps for interventions to support behaviour change in the protein transition.

A trend is visible in the food literature showing an increasing number of publications on studies that incorporate some form of participant engagement, such as citizen science and community-based participatory research. This “participation trend” will inevitably affect the scientific field of food behaviour research. This new trend is however not only associated with advantages, and a critical reflection on both the advantages and disadvantages is needed. The current article is a position paper that contributes to the literature in two main ways. First, participation is still in the developmental stage. Many different forms, methods and definitions are used. By providing a structured overview of a variety of participatory methods derived from a focused search of the literature on food behaviour, we aim to clarify the relationships between the various forms of participation methods. Second, the involvement of citizens in research is increasingly calling for novel research methods (e.g., voluntary recruitment and active involvement), which may be accompanied by both advantages and disadvantages. We add to the literature by developing a framework that indicates the advantages and disadvantages of participatory methods in food behaviour research. Our study highlights the relevance of differentiating the goal of the researcher (efficiency versus engagement) and the role of citizens (collecting versus creating), thus implying a trade-off between cost-effectiveness and involvement, as well as between data richness and data quality. Our work is a first effort to create structure and guidance within a new area. Our efforts could be used in future research aimed at developing more extensive protocols and tools for the application of participation in research, thereby offering a controlled manner to ensure that research stays abreast of our changing society.

Consumers’ dietary patterns have a significant impact on planetary and personal health. To address health and environmental challenges one of the many possible solutions is to substitute meat consumption with alternative protein sources. This systematic review identifies 91 articles with a focus on the drivers of consumer acceptance of five alternative proteins: pulses, algae, insects, plant-based alternative proteins, and cultured meat. This review demonstrates that acceptance of the alternative proteins included here is relatively low (compared to that of meat); acceptance of insects is lowest, followed by acceptance of cultured meat. Pulses and plant-based alternative proteins have the highest acceptance level. In general, the following drivers of acceptance consistently show to be relevant for the acceptance of various alternative proteins: motives of taste and health, familiarity, attitudes, food neophobia, disgust, and social norms. However, there are also differences in relevance between individuals and between alternative proteins. For example, for insects and other novel alternative proteins the drivers of familiarity and affective processes of food neophobia and disgust seem more relevant. As part of gaining full insight in relevant drivers of acceptance, the review also shows an overview of the intervention studies that were included in the 91 articles of the review, providing implications on how consumer acceptance can be increased. The focal areas of the intervention studies included here do not fully correspond with the current knowledge of drivers. To date, intervention studies have mainly focussed on conscious deliberations, whereas familiarity and affective factors have also been shown to be key drivers. The comprehensive overview of the most relevant factors for consumer acceptance of various categories of alternative proteins thus shows large consistencies across bodies of research. Variations can be found in the nuances showing different prioriti

Alternatieve eiwitten zijn nog niet algemeen geaccepteerd door consumenten. Alternatieve eiwitten die al bekend zijn, zoals vis en peulvruchten, worden het meest geaccepteerd door de consument en insecten worden het minst geaccepteerd. Een vergelijking over de jaren heen laat zien dat consumenten nu een hogere acceptatie hebben van alle alternatieve eiwitten, en zichzelf minder als vleeseter identificeren, dan in 2015. De zelfgerapporteerde consumptie van alternatieve eiwitten toont echter geen verschillen tussen de jaren. Dit duidt op een kloof tussen intenties en gedrag. De meest relevante drijfveren voor intenties zijn emoties en sociale normen. Dit geeft de relevantie van onbewuste en affectieve factoren aan als het gaat om het begrijpen van de acceptatie van alternatieve eiwitten.

Alternative proteins are not widely accepted yet by consumers. Alternative proteins which are already known, like fish and pulses, are most accepted by consumers and insects are least accepted. A comparison across years reveals that consumers have a higher acceptance towards all alternative proteins, and identify less as meat eaters, in 2019 compared to 2015. However, self-reported consumption of alternative proteins shows no differences across years, which indicates a gap between intentions and behaviour. The most relevant drivers of intention are emotions and social norms, indicating the relevance of unconscious and affective factors in understanding consumer acceptance of alternative proteins.

Based on the multi-item Food Choice Questionnaire (FCQ) originally developed by Steptoe and colleagues (1995), the current study developed a single-item FCQ that provides an acceptable balance between practical needs and psychometric concerns. Studies 1 (N = 1851) and 2 (2a (N = 3290), 2b (N = 4723), 2c (N = 270)) showed that the single-item FCQ scale has good convergent and discriminant validity. Generally, the results showed the highest correlations with the related multi-item dimensions (>0.40). Study 2 refined the scale. Only the items for convenience (Study 2a), sensory appeal (Study 2b) and mood (Study 2c) needed to be revised (as Study 1 showed a correlation between the multi-item and the single-item below the threshold of 0.60). The results also showed comparable predictive validity. Both methods revealed similar association patterns between food motives and consumption behaviours (Fisher's z tests revealed agreements of 86.2% for Study 1, 92.9% for Study 2a and 100% for Studies 2b and 2c). Study 3 (N = 6062) showed an example of the added value of a context-specific application for the single-item FCQ. Different motives were shown to be relevant across contexts, and the context-specific motives had additional explained variance beyond the general multi-item FCQ. Studies 2b and 3 also showed the performance of the single-item FCQ in an international context. In sum, the results indicate that the single-item FCQ can be used as a flexible and short substitute for the multi-item FCQ. The study also discusses the conditions that should be considered when using the single-item scale.

Om ook op termijn voldoende, duurzaam en gezond voedsel, in een gezonde leefomgeving, te kunnen garanderen zijn aanpassingen noodzakelijk in het voedselsysteem. Een voedseltransitie betekent dat wij op een hele andere manier gaan produceren en consumeren. Deze verandering zal niet van de één op de andere dag gebeuren. Het is een ontwikkeling die nu al volop gaande is en de komende jaren ook zal doorgaan. Er zijn inmiddels honderden kleinschalige en middelgrote initiatieven in Nederland die bijdragen aan vernieuwing en innovatie rond voedsel. Deze initiatieven sluiten aan bij allerlei maatschappelijke trends zoals gemak, duurzaamheid, beleving, dierenwelzijn, digitalisering, gezondheid, individualisering, eerlijke handel, exclusiviteit en terug naar de natuur. Er is daarbij op verschillende manieren sprake van innovaties in de wereld van voedsel. In deze wiki van Groen Kennisnet die studenten kunnen doorlopen zijn de innovaties onderverdeeld in acht thema’s: eiwittransitie, stadslandbouw, lokaal, gezond, customised, webwinkels en platforms, food events en voedselverspilling.

These days many innovations are taking place through and in the food system. There is quite a debate about our food and how it is produced. Although this process is a slow one, more and more consumers are willing to make a conscious choice for healthier and more sustainable food. A healthier food pattern has positive effects on public health and health care costs. A sustainable food pattern has positive effects on the environment and the (city) landscape. This wiki is made especially for educational purposes, for teachers in Dutch mbo and hbo.

Item does not contain fulltext, Even when individuals are aware of long-term health effects of their diet, and form healthy intentions, they often engage in relatively unhealthy snacking habits. Some individuals fall back on unhealthy habits more easily than others. We aim to explore whether time perspective can explain why some individuals are more prone to rely on habits and others on intentions. Study 1 (N = 1503) provides a first exploration of the role of time perspective by exploring individual differences in perception of long-term and short-term consequences. In accordance with our hypotheses, Study 1 shows that habits are associated with short-term consequences and intentions with long-term consequences. Study 2 (N = 1497) shows that the effects of habits on snacking behaviour are strengthened by a present time perspective, whereas the effects of intentions on snacking behaviour are strengthened by a future time perspective. These findings imply that there is a fundamental difference in the guiding function of intentions and habits which might explain individual differences in following intentions versus habits. Individuals with a long-term perspective are more inclined to follow intentions and individuals with a short-term perspective are more inclined to follow habits.

Item does not contain fulltext, The purpose of this study was to compare the influence of four different marketing claims and price information on consumers’ product choices for novel fruits and novel fruit products, using a choice experiment. In total, 1,652 people in Greece (n = 400), the Netherlands (n = 419), Poland (n = 423), and Spain (n = 410) participated in the study. The marketing claims entailed (1) information about scientific findings concerning health benefits, (2) social norm information, (3) information about the products’ naturalness, and (4) information about the products’ time-until-expiration. The results showed that all four marketing claims and price information influenced consumer choice, but the effect of naturalness depended on the specific novel fruit product being advertised, and the effect of time-until-expiration depended on both country and fruit product. These results suggest that marketing communications should be tailored to different national markets and to specific fruit products.

Item does not contain fulltext, Even when individuals are aware of long-term health effects of their diet, and form healthy intentions, they often engage in relatively unhealthy snacking habits. Some individuals fall back on unhealthy habits more easily than others. We aim to explore whether time perspective can explain why some individuals are more prone to rely on habits and others on intentions. Study 1 (N = 1503) provides a first exploration of the role of time perspective by exploring individual differences in perception of long-term and short-term consequences. In accordance with our hypotheses, Study 1 shows that habits are associated with short-term consequences and intentions with long-term consequences. Study 2 (N = 1497) shows that the effects of habits on snacking behaviour are strengthened by a present time perspective, whereas the effects of intentions on snacking behaviour are strengthened by a future time perspective. These findings imply that there is a fundamental difference in the guiding function of intentions and habits which might explain individual differences in following intentions versus habits. Individuals with a long-term perspective are more inclined to follow intentions and individuals with a short-term perspective are more inclined to follow habits.

Item does not contain fulltext, The purpose of this study was to compare the influence of four different marketing claims and price information on consumers’ product choices for novel fruits and novel fruit products, using a choice experiment. In total, 1,652 people in Greece (n = 400), the Netherlands (n = 419), Poland (n = 423), and Spain (n = 410) participated in the study. The marketing claims entailed (1) information about scientific findings concerning health benefits, (2) social norm information, (3) information about the products’ naturalness, and (4) information about the products’ time-until-expiration. The results showed that all four marketing claims and price information influenced consumer choice, but the effect of naturalness depended on the specific novel fruit product being advertised, and the effect of time-until-expiration depended on both country and fruit product. These results suggest that marketing communications should be tailored to different national markets and to specific fruit products.

Item does not contain fulltext, Even when individuals are aware of long-term health effects of their diet, and form healthy intentions, they often engage in relatively unhealthy snacking habits. Some individuals fall back on unhealthy habits more easily than others. We aim to explore whether time perspective can explain why some individuals are more prone to rely on habits and others on intentions. Study 1 (N = 1503) provides a first exploration of the role of time perspective by exploring individual differences in perception of long-term and short-term consequences. In accordance with our hypotheses, Study 1 shows that habits are associated with short-term consequences and intentions with long-term consequences. Study 2 (N = 1497) shows that the effects of habits on snacking behaviour are strengthened by a present time perspective, whereas the effects of intentions on snacking behaviour are strengthened by a future time perspective. These findings imply that there is a fundamental difference in the guiding function of intentions and habits which might explain individual differences in following intentions versus habits. Individuals with a long-term perspective are more inclined to follow intentions and individuals with a short-term perspective are more inclined to follow habits.

Item does not contain fulltext, The purpose of this study was to compare the influence of four different marketing claims and price information on consumers’ product choices for novel fruits and novel fruit products, using a choice experiment. In total, 1,652 people in Greece (n = 400), the Netherlands (n = 419), Poland (n = 423), and Spain (n = 410) participated in the study. The marketing claims entailed (1) information about scientific findings concerning health benefits, (2) social norm information, (3) information about the products’ naturalness, and (4) information about the products’ time-until-expiration. The results showed that all four marketing claims and price information influenced consumer choice, but the effect of naturalness depended on the specific novel fruit product being advertised, and the effect of time-until-expiration depended on both country and fruit product. These results suggest that marketing communications should be tailored to different national markets and to specific fruit products.

Understanding consumer food choices is crucial to stimulate sustainable food consumption. Food choice motives are shown to be relevant in understanding consumer food choices. However, there is a focus on product motives, such as price and taste, whereas process motives (i.e. environmental welfare) are understudied. The current study aims to add to the existing literature by investigating the added value of sustainable process motives (environmental welfare, animal welfare and social justice) above product motives. Two on-line surveys of representative Dutch samples tested whether process motives increase the explained variance of sustainable consumption. The results indicatethat sustainable process motives are of added value above product motives in the understanding of consumer food choices. In addition, product categories differ in the sustainable process motives that are most useful in explaining sustainable purchases in that category (Study 1), and different types of sustainable products (organic versus fair trade) differ in the sustainable process motives that are most useful in explaining these purchases (Study 2). In conclusion, this paper shows that understanding of sustainable consumption can be improved by considering sustainable process motives above product motives. Thereby, it is important to take the sustainability dimension (e.g., social justice versus environmental welfare) and the product category (e.g., meat versus fruit) into account.

Presentatie bij onderzoek over consumenten acceptatie van diverse eiwitbronnen. Onderzoeksvragen algemeen level: Wie zijn de voorlopers?, gestuurde categorieën: Wat zijn aankoopmotieven & barrières?, specifiek product: Hoe kunnen aankoopintenties worden verklaard? En conclusies.

In deze studie zijn de mogelijkheden verkend om natuur en biodiversiteit op biologische melkveebedrijven te vermarkten. Er is consumentenonderzoek uitgevoerd, er zijn pakketten van maatregelen opgesteld en getoetst op hun bijdrage aan biodiversiteit en de haalbaarheid voor de biologische melkveehouders. De burger verwacht van boeren en tuinders dat ze niet alleen voedsel produceren, maar ook bijdragen aan natuur en biodiversiteit en aan een aantrekkelijk landschap. Daarbij groeit het besef dat dit alleen mogelijk is als boerenondernemers hiervoor een reële vergoeding ontvangen. Het project waarvan we hier verslag doen, heeft tot doel de mogelijkheden voor het vermarkten van bovenwettelijke prestaties op het gebied van natuur en biodiversiteit te verkennen en uit te werken in een certificeringsprogramma.

LEI Wageningen UR was commissioned by Tuinbouw Digitaal to carry out a review of the literature on apps as a medium of consumer communication. Around the same time, we also conducted a qualitative consumer survey to determine the strengths of and the scope for improvement in Veggipedia, an app developed by the fruit and vegetable sector. The research findings resulted in recommendations to continue to develop Veggipedia into a reliable and versatile app that will encourage people to eat healthier, tastier, safer, seasonal, and more varied food., In opdracht van Tuinbouw Digitaal heeft LEI Wageningen UR een literatuurstudie gedaan naar apps als vorm van communicatie met consumenten. Bovendien is kwalitatief consumentenonderzoek gedaan naar de sterke en verbeterpunten van de door de groente- en fruitsector ontwikkelde Veggipedia-app. Naar aanleiding van het onderzoek wordt onder andere aanbevolen om deze app verder te ontwikkelen tot een betrouwbare en veelzijdige app, die bijdraagt aan gezonder, lekkerder, gevarieerder, veiliger en seizoensgebonden eten.

In dit rapport wordt de maatschappelijke waardering van de Agri & Food sector en zijn subsectoren gemeten. Ook wordt in kaart gebracht of de waardering van de Agri & Food sector is veranderd ten opzichte van 2012. Ten slotte wordt inzicht gegeven in de factoren die maatschappelijke waardering beïnvloeden en of deze factoren stabiel zijn over de tijd.

The world is currently confronted with environmental problems such as water pollution, loss of biodiversity, and air pollution. A promising way to reduce environmental problems is to encourage consumers towards more sustainable consumption patterns. Pro-environmental consumer choices involve a tradeoff between environmental motives and more personally related motives such as healthiness, convenience, and price. In this dissertation we explore how feeling good about oneself influences pro-environmental decision making. We focus on pride and guilt, which belong to the group of self-conscious emotions. Self-conscious emotions occur when individuals are aware of themselves and reflect on themselves in order to evaluate whether their behaviour is in accordance with their (personal and social) standards. In short, we explore the fundamental way in which pride and guilt guide pro-environmental behaviour via self-reflection. We propose that pride and guilt guide behaviour via a self-regulatory function, meaning that they provide feedback about how one is performing regarding one’s own standards and the perceived standards of others. The emotional feedback is used to guide oneself in accordance with these standards (i.e. self-regulation). Furthermore, we propose that the way one sees the self (who am I in relation to others), affects how individuals evaluate themselves, which in turn affects how pride and guilt are formed and guide behaviour. This thesis has both theoretical implications, as we increase understanding in the function of self-conscious emotions, and practical implications, as understanding the functions of pride and guilt in consumer decision making can be used to develop interventions to promote pro-environmental behaviour among consumers. For a thorough discussion of these implications we refer to the General Discussion. Below we provide a short overview of the findings of the individual chapters. Chapter 2 explores whether and how pride and guilt affect pro

In dit project is middels een survey en een experiment onderzocht: 1. Welke vorm van overheidscommunicatie (eenzijdige versus tweezijdige boodschappen) voor een voedselincident het meest effectief is om de (over)reactie na afloop van het incident te verkleinen. 2. Of er verschillen tussen consumentengroepen bestaan in de (over)reactie op voedselincidenten en communicatie daarover.

Hoewel de rol en impact van internet en de sociale media in de samenleving algemeen worden aangenomen, is het nog niet duidelijk of en hoe het communiceren en delen van informatie via internet en de sociale media bijdragen aan het ontstaan van sociale innovatie. Hoofdvragen van deze verkenning zijn daarom: Bieden de sociale media nieuwe wegen waarlangs groepen mensen komen tot uitwisseling en samenwerking voor maatschappelijke vernieuwing? Op welke wijze ontstaan er via de sociale media sociale interacties, uitwisseling en samenwerking zodat sociale innovatie kan ontstaan? En hoe beïnvloeden deze online uitwisseling en samenwerking de rol en organisatie van de gevestigde orde? Het ontbreekt hierover aan een overzicht van (wetenschappelijke) literatuur, maar ook aan inzicht over wat er in de praktijk op het sociale web plaatsvindt. Vandaar dat we aan de hand van literatuur en praktijkvoorbeelden onderzoeken welke rol communicatie en interactie via de sociale media spelen of kunnen spelen bij vernieuwingen vanuit de maatschappij. Met deze verkenning zetten we hierin een eerste stap.

Deze Agrofoodmonitor beoogt de maatschappelijke waardering van de Agro & Food sector te definiëren, meetbaar te maken en aangrijpingspunten te identificeren die de waardering kunnen beïnvloeden. De aanleiding voor de agrofoodmonitor is de wens van de Agro & Food sector haar 'licence to operate' in Nederland te borgen en om duurzaam te groeien. Maatschappelijke waardering door burgers (consu-menten) is hiervoor een belangrijke voorwaarde. In deze monitor is maatschappelijke waardering gedefini-eerd als 'een houding tegenover de Agro & Food sector die positief of negatief kan zijn, en gebaseerd kan zijn op beredeneerde afwegingen en gevoelens'. Maatschappelijke waardering is een complex en dynamisch proces. Deze eerste meting van de Agro-foodmonitor is daarom ook een zoektocht naar de wijze waarop maatschappelijke waardering tot stand komt. Daarbij zijn ook onzekerheden, dilemma's en nieuwe vragen komen bovendrijven. Allereerst is een literatuurstudie uitgevoerd naar factoren die maatschappelijke waardering kunnen ver-klaren. Dit heeft geleid tot de ontwikkeling van een conceptueel model waarmee maatschappelijke waarde-ring kan worden geanalyseerd. Dit model is vervolgens vertaald in een vragenlijst waarmee maatschap-pelijke waardering en mogelijke verklarende factoren kunnen worden gemeten. De vragenlijst is voor-gelegd aan een representatieve steekproef van 3.290 respondenten. Omdat er tussen de agro-sectoren verschillen kunnen zijn in maatschappelijke waardering, evenals in factoren die bepalend zijn voor die maat-schappelijke waardering, is niet alleen de maatschappelijke waardering van de Agro & Food sector in zijn geheel gemeten, maar ook die van de afzonderlijke subsectoren: melkveehouderij, akkerbouw, tuinbouw, varkenshouderij, pluimveehouderij, supermarkten en voedingsmiddelenindustrie. Naast de kwantitatieve meting heeft er ook een kwalitatieve reflectie plaatsgevonden. Deze reflectie gaat dieper in op de thema's ambivalentie en strategische onwetendheid, om

In dit rapport is onderzocht op welke manier scholen en zorginstellingen voedsel aanbieden en hoe dit aanbod het voedselkeuzegedrag van leerlingen en de eetlust van ouderen beïnvloedt.

In 2009 a survey was conducted among a representative sample of around 500 young people between the ages of 12 and 18 in the Netherlands. The first section examined the eating patterns of the young people and their attitude towards nutrition. The second section examined their vegetable consumption and how they experience vegetables, as well as the factors which influence this. The final section consisted of a choosing experiment, in which the participants were asked to choose from among two or three vegetable products and evaluate them on the basis of a number of product characteristics., In 2009 is een enquêteonderzoek uitgevoerd onder een representatieve steekproefgroep van circa 500 jongeren tussen 12 en 18 jaar in Nederland. In het eerste onderdeel is het eetgedrag van de jongeren onderzocht en hoe ze tegen voeding aankijken. Het tweede onderdeel ging in op de groenteconsumptie en de groentebeleving van de jongeren en de factoren die daarop van invloed zijn. Het laatste gedeelte van de vragenlijst was een keuze-experiment waarbij de jongeren gevraagd werd te kiezen tussen twee of drie groenteproducten en deze te beoordelen op een aantal productkarakteristieken.

De Voedselbalans werkt met een model waarin het gedrag van consumenten en aanbieders wordt beschreven. Daarbij gaat het om wetenschappelijk onderbouwde factoren. De resultaten van het onderzoek worden vertaald in handelingsperspectieven.

The six consumer groups in this report were defined with the ultimate aim of identifying openings for the development and implementation of policy strategies to promote the consumption of sustainable food. The report describes the personal characteristics, attitudes and behaviour of each group., In dit rapport worden zes verschillende groepen van consumenten beschreven om aanknopingspunten te bieden voor de ontwikkeling en implementatie van het beleid gericht op duurzame voedselconsumptie. In het rapport wordt per consumentengroep beschreven wie de consumenten zijn, wat ze denken en wat ze doen.

In dit deelrapport van de Voedselbalans is een grootschalig vragenlijst-onderzoek gehouden onder een groep consumenten die representatief voor de Nederlandse bevolking is. Het belangrijkste doel van dit onderzoek was om te begrijpen waarom consumenten de voedingsmiddelen kiezen die ze kiezen.

The present report, deliverable D.1.2.7, gives a final view of the work done in ISAFruit Work Package (WP) 1.2. Average Europe fruit consumption is below the recommended level and moreover the consumption level is still decreasing in Europe. A large survey was carried out in four European countries that consisted of questions regarding the importance consumers attach to food related benefits in general and for specific situations, personal orientations of the consumers, personal characteristics of the consumers, the perception of fruit products, and the fruit consumption behaviour of the consumers. A cross-cultural benefit situation segmentation was conducted. Based on the results of this cross-cultural benefit segmentation two scientific papers are presented.

This report presents results of the consumer survey that was conducted in November, 2009, in four European countries – Poland, the Netherlands, Greece and Spain within WP 1.3 of ISAFRUIT Project. In the current deliverables (D1.3.5 and D1.3.8), the authors first focused on the influence of personal characteristics of the respondents, the evaluation of general fruit product characteristics, product evaluations of specific novel fresh fruits and fruit products and demographics on consumers' acceptance of fruit innovations. Furthermore, they identified cross cultural consumer segments, who each value different product characteristics. Moreover, these consumer segments differ in demographics, their willingness to accept fruit innovations and their personal characteristics. Policy recommendations for future product development of fresh fruits and fruit products and communication strategies were formulated, based on the results of the consumer survey and the identified cross cultural consumer segments.

This report presents an overview of the Deliverable 1.3.1 to 1.3.9 of WP1.3 and, from their conclusions, derives guidelines for stimulating consumer innovative behaviour with respect to novel fruit products. First every deliverable is briefly introduced. Second the methods used in every deliverable are described and discussed. Third, some major conclusions from the different deliverables are summarized. Finally, lessoned learned from the research in WP1.3 and overall policy recommendations for future product development of fresh fruits and fruit products and communication strategies are formulated.

Dit rapport gaat in op opvattingen van consumenten over duurzame voeding. In het rapport worden verschillende voedselkwaliteitswaarden (gezondheid, voedselveiligheid, dierenwelzijn, milieuvriendelijkheid, ambachtelijkheid, rechtvaardigheid en productkwaliteit) in onderlinge samenhang onderzocht. Nagegaan wordt of consumenten deze voedselkwaliteitswaarden met elkaar in verband brengen of juist niet. Daarnaast wordt er onderzocht of verschillende consumenten de voedselkwaliteitswaarden anders zien.

Een beschrijving van een wetenschappelijk gefundeerd instrument dat de perceptie (´het denken´) en het gedrag (´het doen´) van consumenten en het verschil daartussen inzake voedselkwaliteitswaarden meet en verklaart. Een beschrijving van de toepassing ervan om inzichten te genereren hoe de Nederlandse consument anno nu denkt over voedsel, wat diezelfde Nederlandse consument aankoopt en de relatie daartussen.

Een beschrijving van een wetenschappelijk gefundeerd instrument dat de perceptie (´het denken´) en het gedrag (´het doen´) van consumenten en het verschil daartussen inzake voedselkwaliteitswaarden meet en verklaart. Een beschrijving van de toepassing ervan om inzichten te genereren hoe de Nederlandse consument anno nu denkt over voedsel, wat diezelfde Nederlandse consument aankoopt en de relatie daartussen.