Environmental sustainability knowledge – meaning understanding how food is produced, processed, and its impact on the planet – is critical in this context. Knowing which choices lead to lower emissions or protect biodiversity can empower each of us to make more informed decisions.
But does having this knowledge truly influence our food preferences and behaviours? Let’s see what the research says.
Eggs as a case study in Italy
A recent study by the University of Milan delves into how knowledge of environmental sustainability impacts consumer preferences, particularly Italian consumers’ choices when buying eggs. Eggs were chosen as they are a common food item, and recent Italian dietary guidelines recommend poultry products, including eggs, as a more sustainable alternative to red meat.
The study sought to understand whether individuals’ knowledge about the environmental effects of food production influences their willingness to pay for sustainable attributes in food products, such as free-range, locally produced, or biodiversity-protecting eggs.
The researchers used a survey-based approach combined with a Discrete Choice Experiment (DCE) to explore the preferences of 996 Italian consumers. They measured participants’ understanding of the environmental impact of food through the Environmental Impact Knowledge (EIK) scale. The EIK scale covered topics such as the seasonality of products, production processes, and their environmental impacts.
Key insights from the research
- Knowledge drives willingness to pay more for sustainability: The study found that individuals with higher environmental knowledge are more willing to pay for eggs that include sustainability-related attributes, such as free-range eggs, locally produced options, or those that protect biodiversity. Interestingly, the more informed the consumer, the higher the value they placed on these attributes. This demonstrates a clear link between understanding the impact of food production and being willing to support environmentally friendly products.
- Attributes matter differently across knowledge levels: Another insight worth mentioning is that not all sustainable attributes resonated equally with consumers, and the impact of knowledge on preferences varied. While attributes like “free-range” and “locally produced” are relatively well known, the attribute “biodiversity protection” was less familiar. However, the study found that consumers who scored higher in environmental impact knowledge were much more willing to pay extra for eggs that help protect biodiversity. This suggests that while some sustainable characteristics are already well understood and appreciated by the general public, others require a deeper level of environmental knowledge to be valued.
- Preferences and education gaps: The study also highlighted significant differences in preferences based on demographics and education. Consumers in Northern Italy, for instance, tended to have higher environmental knowledge and showed a stronger preference for sustainable products compared to those in other regions. The data also revealed that men, as well as individuals with higher levels of education, were more likely to score higher on the environmental impact knowledge scale and were subsequently more inclined to favour sustainable food options.
What does this mean for the future of sustainable food?
The findings of this study highlight an important opportunity: consumer education. While many consumers may be motivated to make environmentally friendly choices, a lack of understanding about the specific impacts of different food products often acts as a barrier.
Policies and strategies that focus on educating consumers about the true impact of their choices could therefore be highly effective. This includes clearer labelling on products, public awareness campaigns, and efforts to make environmental knowledge more accessible. As consumers become more informed, they become more conscious while choosing products, even when it means paying a little more – ultimately fostering a more sustainable food system.