Cover page.docx

One of the most widely discussed aspects within the topic of sustainability seems to be that of sustainable food consumption (SFC), resulting in interest from the public, governments and the food industry (Vermeir and Verbeke, 2006; Owen, et. al., 2007; OECD, 2008; Salaue, 2010; BIO Intelligence Service, 2012 and Krystallis et. al., 2012). Former research into the areas of environmental and social aspects of sustainable consumption reach the unified conclusion that food consumption is stimulated through various influencing factors including consumers’ social norms, the perceived effectiveness of sustainable consumption and the availability of sustainable offers which influences the consumers’ purchase decisions (Vermeir and Verbeke, 2007). A report written for the Department for Environment Food and Rural Affairs (DEFRA) (2007) pointed out that food production has the number one impact on climate change which, according to the report results, makes up for nearly a third of the overall climate change impact.

Despite the progress in defining SFC, there is still no commonly agreed definition in academic literature or by professionals. Some definitions consider various terms including sustainable diets, food security and food systems (Masset, et. al, 2014; Reisch, et. al, 2013, Sustainable Development Commission (SDC), 2009). The British Dietetic Association (BDA) described a healthy sustainable diet as one that suggests a successful co-operation between public health and climate change but with a reduction of meat and dairy consumption products resulting in - better health outcomes and reduced Greenhouse emissions (BDA, 2013). This description aims at a more specific approach with an emphasis on the environment and product approach. In contrast, the Food and Agriculture Organisation (FAO) suggests a broader definition and understands sustainable diets to be a combination of the environment, nutrition and affordability dimensions (Masset, et. al., 2014). Furthermore, the BDA emphasises the need for professionals to engage with experts in setting up effective policies that would interlink - diet and lifestyle for good health, environment, culture and society; a similar conclusion has been reached by other scholars (BDA, 2012, Jones, et. al., 2012 and Feenstra, 2002). Whilst the collaboration seems to be an applauded solution, the challenge of consumers recognising the sustainable foods when made available and affordable remains (EEA, 2005). The UK Department of Environment, Food and Rural Affairs (DEFRA) definition of SFC is somewhat associated with the above descriptions and underlines five goals, namely: a diet which has lower environmental and social impact; less food wastage -; the consumption of certified fish; the switch to more seasonal and local foods; and an increase of assured food and drink consumption including Fairtrade projects (Owen, et. al., 2007).  

This research will explore the current methods used by professional and consumer organisations to communicate sustainable food consumption to consumers. Despite the above mentioned existence of various and often contrary definitions of the term, the aim and objectives of this dissertation build upon the definition of sustainable food consumption proposed by the Sustainable Development Commission (SDC). The commission defines SFC as sustenance that is safe, healthy and nutritious for consumption and providing an income to producers and distributors, whilst considering the biophysical, environmental and animal health and welfare and supporting the rural economy (Reisch et. al, 2013, pp.8).[MJ1] 

This definition appears to cover the entire spectrum of messages that communicate SFC from a consumer, producer, professional organisations and policy makers’ perspective. Additionally, it is the most commonly cited in academic literature and will therefore be employed as the main definition for the purpose of this dissertation (Reisch et. al., 2013; O’Hagan, 2010, UNEP, 2012).

Nearly twenty years after the sustainable consumption and production framework was introduced there is currently minimal progress in reaching the objectives which were set in Chapter 4 of the Agenda 21 by UNCED need name in full? for  ‘changing consumption pattern’. This is due to the ecological footprint of the global population increasing thus causing food consumption to become unsustainable. Regrettably, there seem- to be limited national policies and strategies that can bring change to this unsustainability (United Nations Department of Economic and Social Affairs (UNDESA), 2012). Some projects and policies on the communication of sustainable food consumption have been implemented by the UK government and by private bodies. DEFRA, for example, has been at the forefront in supporting a sustainable framework in order to advise the government on the possible solutions and approaches to sustainable consumption. The first Northern Ireland sustainable consumption and production strategy was developed in 2006 and one of its main objectives was to minimise the unsustainable impacts of consumption by working with the Food Standard Agency (FSA) and other partners to promote healthy eating. The FSA carried out further research to investigate how consumers and health professionals in Northern Ireland understand healthy eating messages (FSA, 2012). Results revealed barriers that needed to be overcome in order for consumers to eat a more balanced diet. The barriers included the fact that consumers perceive the communicated messages as contradicting and conflicting in relation to the nutritional value of foods. Interestingly, consumers suggested that they would most likely trust a health professional and the government with regard to healthy eating messages (FSA, 2012). Furthermore, the government implemented a ten year public health strategy programme aiming to improve the overall health standard and reduce health inequalities within the population. Its objectives focused more on the determinants of health, however its overall achievement would only be met if there was a multi-sector partnership including the district councils and social partners (Department of Health, Social Services and Public Safety, 2014). An example in support of the Northern Ireland SDC ‘Everyone’s Involved’,  is the successful Carrickfergus Borough Council allotment initiative which promoted the production of low cost fresh food, encouraged healthy recreational activities, maintained and developed new food production skills, improved community social skills and increased partnership between the local community and the council (Carrickfergus Borough Council, 2008). Northern Ireland farming markets also continue to grow in number and variety of products, - including a noticeable increase in organically produced goods and schemes as well as training and advice programmes (Northern Ireland Environmental Link, (NIEL) (2008). However there seem to be no recorded figures for these findings.

Whilst the above strategies and policies are essential for the communication of sustainable food consumption, . It is crucial to understand how consumers make choices. An individual’s consumption patterns are shaped by their needs, abilities and opportunities and by the social groups they identify with. The consumption opportunity is also shaped largely by the producers of goods, which services they supply and how these are advertised. Health communication is therefore noted to be achievable within a team-oriented approach (Schiavo, 2007). Advertising and marketing generally influence the needs of a consumer on a sub-conscious level. The concept of sustainable food consumption is therefore about understanding human behaviour in terms of their consumption and identifying what messages prompt consumption. Some key determinants towards successful communication of sustainable food consumption, such as, improved education on the health benefits of sustainable diets and information on food choices by stakeholders involved with sustainable food chains are suggested (Vermeir and Verbeke, 2006; Masset, et. al, 2014; Lairon, 2010; O’Hagan 2010). In order to communicate the required messages to the consumers, it is thus vital to understand how the communication and different messages are currently perceived. Therefore, the aim of this research is to explore both the content and the communication methods of SFC messages to consumers, from the professional and consumer organisation perspectives. The research will provide insights into the messages received by consumers and their content and the communication methods used which will aid professional and consumer organisations’ understanding of how sustainable food consumption methods are perceived. It will also explore communication methods professional and consumer- organisations currently employ to deliver information on sustainable foods to consumers and consequently provide recommendations on how to effectively communicate this information to consumers.