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The diffusion and transmission of sustainability principles may help bridge the gap between current awareness and practices and the goals of Vision 2030 and similar initiatives. Vision 2030 is a plan in progress for Saudi Arabia in alignment with the United Nations Development Program, based on building a sustainable future that will affect all sectors of society, from policy development and investment to planning and infrastructure. The objectives of these programs might be achievable if the balance of human and environmental needs is met and consumers are sufficiently aware of the ecological impacts of food production. This study aims to provide insights into food-sustainability knowledge and the threshold and motivating factors behind consumer behavioral change, specifically in the context of Vision 2030. Using convenience sampling, a cross-sectional questionnaire survey was conducted using a non-probability convenience sampling method among 398 Saudi nationals over 18 (men, 37%; women, 62%). Among other findings, the results point to a limited awareness of food sustainability or a comprehensive understanding of the negative environmental impact of food production. They suggest that it may be beneficial to consider public informational strategies to focus on the concepts of food sustainability. Finally, although there may be the intent or indication to purchase and adopt sustainable buying habits, there may be barriers to purchasing sustainable food products. [ABSTRACT FROM AUTHOR]

Moving towards sustainable food systems and food consumption are proposed as strategies to reduce environmental impact. However, these strategies require joint action between different stakeholders, including the general population’s knowledge and perception, as final consumers. To assess the knowledge and awareness on food sustainability and environmental impact concepts in a representative sample of Spanish adult population, we conducted a cross-sectional, nationally representative telephone survey. After random selection, 2052 respondents aged ≥18 years (57% woman and 43% men) participated. A questionnaire was specifically designed for the research. Participants showed a good attitude towards sustainable diets, which were described as healthy by 40% of the population. Most of the responders (>70%), did not well understand ecological and carbon footprints, and green and blue water concepts. Men declared a higher understanding of sustainability concepts, as compared to women. More than 50% of the population misunderstood the impact of meat and derivatives production on sustainability, and 70% perceived the same for fish and dairy products. Women were more prone to pay more money to afford a sustainable diet than men were. In conclusion, although consumers show a positive attitude towards sustainability, important misconceptions remain, and thus require intervention through education, information, and motivation.

Moving towards sustainable food systems and food consumption are proposed as strategies to reduce environmental impact. However, these strategies require joint action between different stakeholders, including the general population's knowledge and perception, as final consumers. To assess the knowledge and awareness on food sustainability and environmental impact concepts in a representative sample of Spanish adult population, we conducted a cross-sectional, nationally representative telephone survey. After random selection, 2052 respondents aged ≥18 years (57% woman and 43% men) participated. A questionnaire was specifically designed for the research. Participants showed a good attitude towards sustainable diets, which were described as healthy by 40% of the population. Most of the responders (>70%), did not well understand ecological and carbon footprints, and green and blue water concepts. Men declared a higher understanding of sustainability concepts, as compared to women. More than 50% of the population misunderstood the impact of meat and derivatives production on sustainability, and 70% perceived the same for fish and dairy products. Women were more prone to pay more money to afford a sustainable diet than men were. In conclusion, although consumers show a positive attitude towards sustainability, important misconceptions remain, and thus require intervention through education, information, and motivation. [ABSTRACT FROM AUTHOR]