Study: 'Regenerative agriculture' fails to sway shoppers without clear personal benefits
New research from the EIT Food Consumer Observatory reveals that technical terms like "regenerative" and "resilient" agriculture fail to influence consumer buying decisions unless linked to clear personal benefits. Shoppers respond better to messages about better taste, perceived healthiness, fewer chemical inputs, trusted certification, and connection to farmers. While awareness of sustainable food production is growing, the study highlights a gap between consumer values and purchasing behavior, recommending that the food industry translate complex agricultural concepts into tangible personal advantages.
Key quotes
Technical terms, such as 'resilient' and 'regenerative' agriculture, are unlikely to influence buying decisions unless they are linked to clear personal benefits.
Shoppers are more receptive to messages highlighting benefits they can readily understand, such as better taste, perceived healthiness, fewer chemical inputs, trusted certification, and a stronger connection to the farmers who produce their food.
While more consumers recognize the importance of sustainable food production, there remains a significant gap between their stated values and actual purchasing behavior.
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