The aim of this workpackage is to investigate how consumers respond to information aimed at increasing awareness and changing behaviour regarding suboptimal foods. It will investigate mechanisms of consumer attention: what sustainability information do consumers pay attention to? How does this affect their decision? This work package also aims to identify the communication media that is most effective in encouraging consumer acceptance of suboptimal foods (packaging versus social media) and the content of the information messages (addressing either societal benefits or personal benefits).
Work package leader: Harald Rohm, TU Dresden