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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.

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.

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 food is mainly consumed at home in the Netherlands. The results enable public health authorities and food companies to target messages, interventions and products to consumers’ Food Choice Motives in specific contexts.

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.

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.

Consumer segmentation is often used as a helpful tool to classify consumers into heterogeneous groups, for example, for marketing strategies or customized policy. Although previous studies generally show the relevance of context in understanding consumer choices, the amount of segmentation studies that include context is limited. This chapter provides an overview of the available literature and highlights the advantages of contextual consumer segmentation. We show that consumer choices are not made in isolation, but these choices are dependent on the context. Also the limited number of segmentation studies show that consumers have different preferences across different situations, such that a person-by-situation segmentation has promising results, resulting in highly relevant practical and theoretical possibilities for including context in consumer segmentation. This chapter provides a guideline of how to include context in consumer segmentation.

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.

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.

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.

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.

Although individuals generally value health and sustainability, they do not always behave in a manner that is consistent with their standards. The current study examines whether attitudes and social norms (i.e., descriptive and injunctive norms) can evoke anticipated pride and guilt, which, in turn, guide behavioural intentions. This self-regulatory function of anticipated pride and guilt is examined in the Theory of Planned Behaviour (TPB) extended with descriptive norms. Study 1 (N=944) was a cross-sectional study in a sustainable (organic) behaviour context, and Study 2 (N=990) was a study with a delayed outcome measure in a sustainable (fair trade) and a healthy (fruit consumption) behaviour context. We demonstrate that both negative and positive self-conscious emotions guide behaviour because they mediate the effects of both attitudes and social norms on intentions. Furthermore, the results show that the mediating effects of anticipated pride and guilt significantly improve the explanatory power of the extended TPB in all contexts; however, there are differences in the size of the effects, such that the mediating effect of emotions is larger in a sustainable compared to a healthy context. Theoretical implications of our findings are discussed. © 2013 John Wiley & Sons, Ltd.

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.

Although individuals generally value health and sustainability, they do not always behave in a manner that is consistent with their standards. The current study examines whether attitudes and social norms (i.e., descriptive and injunctive norms) can evoke anticipted pride and guilt, which, in turn, guide behavioural intentions. This self-regulatory function of anticipated pride and guilt is exajied int he theory of Planned Behaviours (TPB) extended with descriptive norms. Study 1 (N + 944) was a cross-sectional study in a sustainable (organic) behaviour context, and Study 2 (N = 990) was a study with a delayed outcome measure in a sustainable (fair trade) and a healthy (fruit consumption) behaviour context. We demonstrate that both negative and positive self-conscious emotions guide behaviour because they mediate the effects of both attitudes and social norms on intentions. Furthermore, the results show that the mediating effects of anticipated pride and guilt significantly improve the explanatory pwer of the extended TPB in all contexts; however, there are differences in the size of the effects, such that the mediating effect of emotions is larger in a sustainable compared to a healthy context. Theoretical implications of our findings are discussed.

This study investigates how social representations and consumers' identification with organic food consumers affects intentions to buy products that make environmental and ethical claims. For the purposes of the study, an online panel study was conducted on a representative sample of consumers (n=1006) in the United Kingdom. The results demonstrate that consumers who are adherent to natural foods or technology and do not perceive food as a necessity are more willing to buy environmentally friendly and ethical products. There seems to be no relationship between perceptions of food as a source of enjoyment and intentions to buy sustainable products. Finally, social identification with the organic consumer is positively related with the intentions to buy products that make environmental and ethical claims. The current research demonstrates that both individual perceptions of food and consumers' perceptions of the social environment play an important role in promoting environmentally friendly and ethical behaviour. © 2013 John Wiley & Sons Ltd.

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-environmental behaviour. Previous studies do not provide clear evidence regarding the effects of pride and guilt on subsequent pro-environmental behaviour. Acting or not acting in a pro-environmental way might induce feelings of pride and guilt respectively, which does not necessarily mean that these emotions guide future pro-environmental choices. Three studies show that pride, and to a lesser extent guilt, guide future pro-environmental choices. Chapter 2 additionally explores how pride and guilt affect pro-environmental behaviour. We propose that pride and guilt influence pro-environmental behaviour by providing information about whether the intended behaviour is in line with one’s standards, and not out of a basic tendency to feel good. Two studies show indeed that only related (endogenous) and not unrelated (exogenous) emotions affect pro-environmental behaviour. These findings imply that pride and guilt affect pro-environmental behaviour via a feedback-function and not via a basic mechanism to feel good. Chapter 3explores howpride and guilt affect pro-environmental behaviour via a feedback-function. Up until now it was not clear how these emotions guide behaviour. The function of pride and guilt is explored in two vested theories: the Norm Activation model (NAM) and the Theory of Planned Behaviour (TPB). Several researchers who use the NAM propose that anticipated pride and guilt are associated with personal norms. However, these researchers have specified the nature of this association in different ways (including direct effects, mediating effects, or moderating effects), and have rarely tested these proposed associations empirically. This chapter shows how the function of pride and guilt within the NAM can be specified. The results support a self-regulatory function of pride and guilt which shows that they mediate the effects of personal norms on pro-environmental behaviour. Anticipated pride and guilt thus guide individuals to behave themselves in accordance with existing standards regarding the environment (i.e. self-regulatory function). Moreover, we integrated the NAM with the TPB and show that the self-regulatory functions of pride and guilt remain present in an integrated NAM-TPB model (Bamberg et al., 2007). Pride and guilt mediate the effects of personal norms, attitudes, and injunctive social norms on intentions. Pride and guilt therefore seem to regulate individual behaviour regarding the environment so as to allow a person to be in accordance with one’s personal and social standards towards the environment. Chapter 4initially explores whether the self-regulatory functions of pride and guilt differ across personally oriented versus pro-socially oriented contexts. Previous studies that explore the self-regulatory function of self-conscious emotions within the TPB show mixed findings regarding the mediating effects of these emotions. This chapter distinguishes between injunctive and descriptive social norms and includes multiple contexts to explore whether this accounts for the mixed findings. Three survey studies show that anticipated pride and guilt regulate behavioural intentions to make them in accordance with attitudes and injunctive and descriptive social norms. Additionally, we show that the self-regulatory function of pride and guilt differs across contexts, which may account for the mixed findings of previous studies. We show preliminary evidence that anticipated self-conscious emotions have a larger mediating effect in altruistic (i.e. organic and fair trade consumption) rather than personally oriented (i.e. healthy consumption) contexts. InChapter 5 we explore whether the self-regulatory function of pride and guilt differs across collectivistic and individualistic countries. Based on previous studies (e.g., Mesquita, 2001), we suggest that the function of emotions might differ due to cultural differences in the construal of the self. We propose that the way one sees the self in relation to others (i.e. self-construal) affects the self-regulatory function of anticipated pride and guilt. Individualistic countries are overrepresented by individuals with a private self (i.e. independent self) meaning that the self encompasses unique individuals with their own personal goals. Collectivistic countries are overrepresented by individuals with a social self (i.e. interdependent self) meaning that the self encompasses family, friends, and important others, and a striving to reach group-based goals. We conducted a survey across eight collectivistic and individualistic countries. As expected the results show that there are no differences across countries in the self-regulatory function of anticipated pride and guilt withinindividualistic and withincollectivistic cultures, but that there are differences betweencollectivistic and individualistic cultures. Individuals from collectivistic countries use more social standards and less personal standards to anticipate pride and guilt. These findings provide a first indication that the function of emotions is more socially driven for individuals from collectivistic rather than individualistic cultures. These findings imply that cultural differences in the function of emotions are associated with cultural differences in self-construal (i.e. independent and interdependent self). Chapter 6explores whether the function of pride and guilt might also vary within individuals due to activating different construals of the self. Previous studies show that contextual cues can activate private versus social selves within an individual. We show that social media can also act as a contextual cue that activates the social self. Moreover, three experiments show that activating the social self increases the effects of guilt on pro-environmental intentions, whereas activating the private self increases the effects of pride on pro-environmental intentions. This finding implies that activating different construals of the self can increase the effects of emotions on intentions. Furthermore, we show that these effects occur because the activation of private versus social selves results in different self-evaluations. Activating the social self makes individuals more sensitive to social norms in self-evaluations that evoke emotions, whereas activating the private self makes individuals more sensitive to attitudes in self-evaluations that evoke emotions. The findings of this chapter imply that guilt is more social in nature than pride. Conclusion. The current thesis shows that pride and guilt guide pro-environmental consumer behaviour via a self-regulatory function. Pride and guilt occur after a self-reflection on personal and social standards related to the environment, and in turn they guide pro-environmental behaviour. This function differs when different employments of the self are activated or cultivated. Thus how one sees oneself through one’s own eyes and through the eyes of others affects the emotions that one experiences, and how these emotions affect subsequent pro-environmental intentions.

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 een gedeelte van de mensen zegt het milieu belangrijk te vinden, gedragen ze zich niet altijd milieuvriendelijk. Een recent onderzoek toont aan dat de emoties trots en schuld ertoe bijdragen dat bestaande persoonlijke en sociale normen worden omgezet in intensies tot duurzaam gedrag.

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, omdat we vermoeden dat deze maatschappelijke waardering beïnvloeden. Deze reflectie is beschreven in het deelrapport Ambivalentie en strategische onwetendheid rond vlees.

One of the greatest challenges to developing more successful marketing strategies in the food sector is gaining an understanding of the diversity of consumer needs. The current study aims to identify consumer segments based on consumers’ self-stated general importance ratings of a range of food benefits. It also aims to explore whether these segments are predictive for the importance that these consumers attach to food benefits at different consumption moments and in different consumption situations and whether these segments are predictive for consumers’ perceptions of specific food products in terms of these food benefits. A large survey (N = 2083) was administered in four European countries. The present study shows that meaningful cross-national consumer segments can be identified on the basis of the importance that consumers attach to benefits related to health, convenience, satiety, sensory aspects, affect and personal norms. Furthermore, the study shows that the consumer segments identified on general importance ratings differ in the importance they attach to benefits across different moments and situations of consumption and across perceptions of different healthy food products versus unhealthy food products. The findings indicate that consumer segmentation based on general food choices is meaningful for policymakers and marketing managers, as this general segmentation provides information on specific consumer choices.

Sustainable food consumption is an important aspect of sustainable development. When adopting a sustainable food lifestyle, consumers are confronted with complex choices. Today's food consumption is too complex to be explained by socio-demographic factors exclusively. A broader perspective is needed. In order to explain behaviour across different consumer segments better, relatively homogenous segments of food consumers were identified by segmenting food consumers based on a wide range of variables. The current study aims to provide an overview of published studies that have segmented consumers with regard to sustainable food consumption. The literature review has been conducted by searching SciVerse Scopus for all relevant articles available until November 2010. The main criterion for including a specific study was the inclusion of empirical analyses of primary data, resulting in consumer segments with regard to sustainable food consumption. Sixteen articles were incorporated in the final analysis. First, the variables used for segmentation and profiling in the included articles have been categorized into three levels of abstraction: personality characteristics, food-related lifestyles and behaviour. The three levels of abstraction proved to be helpful in categorizing the segmentation studies. The findings indicate that variables on all three levels were efficient in differentiating consumer segments regarding sustainability. In addition, the importance of price and health differed across the segments, although these variables are only indirectly related to sustainability. Second, the three most frequently identified consumer segments with regard to sustainable food consumption were: 'greens', 'potential greens' and 'non-greens'. These segments differed from one another on all three levels of abstraction. This implies that future segmentation studies should include variables on all levels of abstraction to get a complete picture of existing sustainable consumer segments. Marketers should be aware that targeting specific segments based on socio-demographic variables exclusively is not sufficient. Personality characteristics, lifestyle and behaviour are all important to take into consideration. Attempts at stimulating sustainable consumption might be most effective when differences across consumer segments are taken into account. Future research is needed to explore the characteristics of different sustainable food consumer segments with respect to their potential contributions in promoting sustainable development.

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.

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.

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.

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.

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.

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.

This report provides a description of a scientifically-funded instrument that measures and explains the perceptions (or 'thoughts') and behaviours (or 'actions') of consumers with regards to food quality values. A description of its application is presented to generate insights into how modern Dutch consumers think about food, what Dutch consumers actually buy and the relationship between perceptions and behaviours. 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.

In dit rapport wordt aangegeven wat de belangrijke aanknopingspunten vormen voor vermindering van voedselverspilling, welke aandachtspunten prioriteit hebben voor de korte en lange termijn, en met welke partijen samengewerkt kan worden om de reductiedoelstelling te behalen.

This report explores the innovative capacity of the organic sector and the relationship with farming. It also describes the impressions which organic and conventional farmers have about each other and the extent to which these impressions affect mutual knowledge exchange and use of each other's innovations. In view of the limited extent of the research, the report focuses on arable/ open air vegetable cultivation Dit rapport bevat een verkenning naar de innovatieve kracht van de biologische sector en de relatie met ondernemerschap. Ook is een beschrijving opgenomen van de beelden die biologische en gangbare ondernemers over en weer van elkaar hebben en in hoeverre deze beelden van invloed zijn op de onderlinge kennisuitwisseling en wederzijds gebruik van elkaars innovaties. Gezien de beperkte omvang van het onderzoek is gekozen voor de sector akkerbouw/vollegrondsgroenteteelt

Het doel van deze verkenning is om op basis van literatuur en interviews met belangrijkste stakeholders een visie te formuleren over de wijze waarop het groene onderwijs een bijdrage kan leveren aan het verminderen van voedselverliezen binnen alle schakels van de keten inclusief de consument, en aan de nuttige toepassing van reststromen.