Consumers Attitudes toward ‘Lean’ and ‘Green’
posted on June 7, 2009
Consumers are becoming more holistic in their decision-making process when purchasing food and beverages. On Sunday morning at 8:15 am – 9:45 am in Room 204B, Session 013 The Convergence of Health and Wellness and the Environment: Drivers Behind Consumer Choice will explore the factors that drive consumer opinion and purchasing behavior of sustainable foods, including consumer perceptions of sustainability, ethics, sourcing, and health or wellness benefits. Attendees will learn and apply consumer insights to better develop and market food products that meet consumers’ ever-growing demands for “food with a conscience.”
Sylvia B. Rowe with SR Strategy will offer an understanding of the convergence of sustainable food issues. Consumers grapple with several complex issues when they consider sustainability. Whether a product is organic or natural, contains locally sourced ingredients, is produced ethically, and/or offers functional health benefits, all of these factors shape consumer decisions.
Lynn Dornblaser with Mintel will provide a glimpse of what “green living” looks like. She will share cases of companies successfully engaging in green practices and examine the economic impact of this trend.
Richard Elder with Elder Communications will provide insights into how new issues like sustainability, green, and ethics are changing the way food is produced, processed, distributed, and consumed across the global food system.
Christine M. Bruhn with Univ. Of California–Davis will identify products for the sustainable marketplace. Her presentation will explore consumers’ stated preference for environmentally sustainable products, identify factors that influence consumer trust in product information, and summarize current buying trends.