Consumer Behaviour,Social Responsibility

Are you ready to eat green for a sustainable future?

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What we choose to eat not only affects the health of our own body, but also the health of the earth

By Pan Jingyi, Principal Writer, China Business Knowledge @ CUHK

From cultivation to consumption at the dining table, every stage of food production can create greenhouse gases that exacerbate global warming. Around a third of all human-caused greenhouse gas emissions are associated with food production, such as methane from cattle’s digestive process and carbon dioxide from deforestation, according to the United Nations’ Intergovernmental Panel on Climate Change (IPCC).

As the popularity of eco-friendly food grows, the IPCC also underscores the imperative of shifting consumer diets to fulfil the Sustainable Development Goals. Nevertheless, most studies exploring the impact of dietary changes on global warming centred around Western consumer habits.

Therefore, Francisco Cisternas, Assistant Professor in the Department of Marketing at the Chinese University of Hong Kong (CUHK) Business School, investigated whether Asian consumers are willing to alter dietary patterns to mitigate climate change and the factors influencing their choices.

“Our findings suggest that younger generations are increasingly considerate of environmental factors when making food choices.”

Professor Francisco Cisternas

He conducted a study titled Cultural and generational factors shape Asians’ sustainable food choices: Insights from choice experiments and information nudges, along with his PhD student Sun Chongyan, and CUHK scholars from different institutes, namely Carolina Contador, Lam Hon Ming, and Tse Lap Ah. Scholars from other universities in mainland China, Canada, the UK, and Vietnam also took part.

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The popularity of eco-friendly food grows in recent years.

“Our findings reveal that Asian consumers are largely unwilling to deviate from current dietary habits, particularly regarding the consumption of animal proteins,” Professor Cisternas says.

However, presenting messages in a way that highlights personal benefits is found to resonate well and motivate Asian consumers to change their dietary habits. For example, instead of saying the dangers of global warming, the impetus should focus on how dietary changes can lead to better health or quality of life.

Not just that. With the growing trend of environmental certifications, the study found different acceptance across countries and generations, underscoring the complexity of dietary transitions in Asia and the need for targeted strategies that resonate with cultural and individual motivations.

Dietary choices of three Asian economies

The researchers recruited more than 5,000 participants from mainland China, Japan, and Vietnam. In general, the research shows that meat (including pork, chicken, fish, and beef) is the top choice, followed by price and environmental certification as crucial attributes when consumers decide what to eat. While similarities exist in food preferences among consumers in these nations, variations in socio-economic and cultural factors lead to differences in their dietary selections.

Cow farming significantly contributes to greenhouse gases, and beef is often regarded as a premium choice among Asian consumers. The study confirmed a direct correlation between household incomes and the inclination towards beef, with lower-income households showing a preference for chicken and fish. However, this tendency is moderated by the age of the respondents. Older Asian consumers prefer traditional dietary habits focusing on pork and rice.

food-choice

Many believe that consumer demand for pork and beef in China significantly contributes to global agricultural greenhouse gas emissions, but the research reveals that Chinese consumers prioritise fish and chicken over pork compared to their Vietnamese and Japanese neighbours. However, when pricing comes into play, Asian consumers across three countries will consider chicken or fish over pork or beef.

Sustainable certifications or labels for food products are welcome in Western markets, but this trend is quite different in Asia. More than half of Vietnamese and Chinese respondents put their trust in government certification schemes for sustainable foods, whereas only 26 per cent of Japanese respondents share this sentiment.

However, this trust in government certifications can diminish over time as the economies develop, especially if consumers perceive these certifications as less credible or effective. “Existing sustainability-labelling schemes across Asia may lose their anticipated effects on consumer behaviour over time and with economic development,” Professor Cisternas says.

Younger consumers and households with children care more about certified environmental and health attributes. Participants in the 18 to 30 age group are more willing to pay for food with environmental certification. “Our findings suggest that younger generations are increasingly considerate of environmental factors when making food choices,” Professor Cisternas adds.

Self-enhancement framing is more effective

Although much research has explored how presenting information subtly – or as the study says, information nudge – influences people’s choices on health, environment, and climate change towards dietary choices, Professor Cisternas’ research is among the first to provide cross-national empirical evidence.

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Existing sustainability-labelling schemes across Asia may lose their anticipated effects over time.

Furthermore, the researchers used different ways to test whether sharing information about climate change, environmental harm, or health impacts of certain foods from intense farming can encourage individuals to choose a sustainable diet.

“We found that information nudges are not an effective tool for shifting consumer choice behaviour toward more sustainable diets,” says Professor Cisternas, adding that self-centred and caring motives may play a role in individual decision-making.

Encouraging dietary changes shouldn’t rely solely on environmental concerns for Asian consumers. Greater motivation for diet transition can be achieved by highlighting the negative personal health consequences of current consumption habits, particularly among older consumers.

Strategies tailored for different groups

As sustainable diets are pivotal in curbing global greenhouse gas emissions, it is imperative for policymakers and businesses to promote them effectively. Despite the increasing favour of animal-based protein, beef consumption in Asia has not reached the levels observed in Western economies, giving a window of opportunity to shift the trend by appealing to food culture and traditions.

Asian consumers are receptive to adopting sustainable food practices if they are informed about their personal well-being and associated health benefits. These motives also depend on their demographic characteristics, such as age and income level.

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“We argue that the policies should be tailored to different population groups, emphasising their own motives. For example, health motives could be highlighted for the elderly, while younger and relatively wealthy populations may respond better to food certification emphasis,” Professor Cisternas adds.

When talking about the younger generation’s reluctance to change dietary habits, even though they demonstrate an increased concern for the environment, Professor Cisternas suggests encouraging sustainable food choices from a young age. “By integrating education about sustainable eating into schools and communities and providing engaging experiences with sustainable foods, we can help foster lasting changes in dietary habits.”