More knowledge about health and sustainability does not automatically lead to different consumer purchasing behaviour. Increased knowledge has a positive impact only on the small group of people who are already interested in these topics. Approximately 89% of consumers purchase products out of habit, without thinking about other aspects. This was the result of the first application of an instrument that Wageningen UR is developing on behalf of the Ministry of Agriculture, Nature and Food Quality. This method, known as the Consumer and Food Survey (Peiling Consument en Voedsel ), measures the ideas and actions of consumers with respect to food, and can illuminate specific mechanisms.
The Ministry of Agriculture, Nature and Food Quality is aiming for sustainable production and consumption of food. Sustainable consumption is achieved by tempting consumers to purchase sustainable products. However, consumer behaviour with respect to sustainability is affected by many considerations, dilemmas and visible inconsistencies between word and deed.
Wageningen UR has mapped out what people think is important, what they say they purchase and what they actually put in their shopping baskets. The results showed many discrepancies. All interviewed consumers stated that health, food safety and product quality are important to a certain extent. But they ultimately chose a product that was tasty, inexpensive, healthy and possibly convenient to prepare. If they wanted healthy food, they did not always choose a certified product, they simply purchased vegetables, fruit and fish somewhat more often.
Values such as social justice, craftsmanship, environmental impact and animal welfare play almost no role in purchasing behaviour; only three to four percent of consumers act on these values. For the many consumers who are somewhat interested in sustainability, a link must be forged with flavour and convenience. In that case, they could possibly be motivated to purchase products with such added value.
The research showed that commitment to improving the knowledge of consumers will not automatically lead to the desired behaviour. Product certification also has only a limited effect. For effective policy, more insight is required into the subconscious motivation of consumers during the purchasing process.