The Psychology of Buying Sustainable Foods

by Mike Smith · 2009-09-04 09:00:00 UTC
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Market research firms Packaged Facts and The Hartman Group have revealed why consumers do, or do not choose sustainable products. Food, the study explains, is central to a consumer's sustainability habit, with publisher of the report Tatjana Meerman reporting that "consumers view the food and beverage category as key to sustainability, perceiving organic and locally grown foods, fair trade products and the ethical treatment of animals as ways to positively impact their community and the world.”

The study also indicates a trend to associate meaningless "freshness" with sustainability. Watch out for marketers create faux-links with sustainability by labeling their products as "fresh." But is good news as sustainability-at-a-discount products emerge to compete as consumers turn to cheaper products.

[Photo credit: Galant]

Mike Smith
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