If you articulate a problem clearly, then you stand a chance of tackling it. We drew up this flow chart to help understand the issues.
Many consumers want to make more sustainable food choices. If motivated or have an intention to change, they have a Desire for Sustainability. From this starting point, the chart branches into two main categories: Barriers and Influences.
Barriers
are factors that can hinder or complicate the process of making sustainable food choices. These include:
Cost: Sustainable food options can sometimes be more expensive, which can be a significant barrier for many people.
Availability: Sustainable food options might not always be readily available in all locations, making it harder for individuals to choose them.
Knowledge: A lack of information or awareness about what constitutes sustainable food choices can also be a barrier.
Influences
are factors that can positively or negatively affect the decision-making process.
These include:
Social Influence: The impact of friends, family, and community on an individual’s food choices. Positive social influence can encourage more sustainable choices.
Marketing: How products are marketed and advertised can significantly influence purchasing decisions. Effective marketing of sustainable products can lead to more people choosing them.
This is very simplistic and in reality, more difficult as individuals will differ in their ideals, preferences, resources, social factors, and context. They will have different values on health, welfare, the environment, and convenience. And increasingly, they are confronted by contradicting messages about sustainability.
As a manufacturer, we can work on the barriers:
-We can innovate to make sustainable food options cost-neutral.
-We can work to make our products available in a given area.
-We can provide clear information.
The influences are more difficult for manufacturers to address, especially with limited budgets and so many mixed marketing messages in the media. It takes time energy and consistent messaging. Governments can influence by regulation, taxation, policy, and by supporting manufacturers who are making it easier for consumers to make sustainable food choices.