Background
The UK aims to reach net-zero greenhouse gas emissions (GHG) by 2050, with food production and consumption being major contributors to GHG emissions. Consequently, the unsustainable nature of current dietary patterns significantly drives environmental degradation and climate change. Understanding consumer perspectives on adopting more sustainable diets and food systems is therefore essential to effectively mitigate these environmental impacts.
Aims
This study explores consumer attitudes and behaviours towards healthy and sustainable diets (HSD) in the UK.
Methods
Q-methodology was employed for the first time to capture the subjective and often diverse viewpoints held by people on the complex and multidimensional topic of HSD. This approach enables a structured exploration of individual perspectives, making it well-suited to understanding the nuanced beliefs and attitudes that shape consumer views on healthy and sustainable eating practices.
Results
43 participants, recruited through social media, sorted statements related to HSD, highlighting seven factors that encapsulate varying perspectives on healthy dietary choices and sustainability. These factors—ranging from strong support for educational interventions to scepticism about sustainability claims—illustrate the complexity of public opinion. Notably, no consensus statements were identified, underscoring the polarization around HSD topics.
Conclusion
This fragmentation suggests that diverse, targeted strategies are essential to effectively promote sustainable eating habits. The findings provide insights for policymakers aiming to design interventions that resonate with specific consumer motivations, emphasizing the need for customized approaches to facilitate shifts towards sustainable diets.
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