Nudging consumers towards more environmentally sustainable dietary choices

Abstract

This paper contributes to the emerging global discussion on how to orient government policy and action by organizations and individuals towards human diets that are environmentally sustainable. Emerging threats to global food security are resulting in action being taken involving transformations across the entire supply chain, from production to consumption. This paper provides an overview of the global food system and associated human diets before reviewing consumer behaviour in relation to dietary choices and identifying changes required for a more environmentally sustainable diet. Priority areas identified for policy and research that encourage consumers to change, based on high environmental impact and likelihood of consumers changing their behaviour, are reduction of “junk food” consumption and minimization of avoidable food waste. Key words: marketing; food; consumer choices; environmentally sustainable diets