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This work first sets out to find if economic, ecological, or social incentives drive consumers towards or against dietary decisions (Contribution A). It then develops a framework of TCA for food to describe economically conveyed incentives that are tied to ecological and social indicators within the food market (Contribution B). The framework is subsequently enhanced and broadened to include a deeper understanding and broader field of indicators for more holistic TCA calculations (Contributions C and D). Lastly, based on these calculations, TCA of food is implemented in a factual use case as the framework and calculations are deployed for commodities of a German supermarket chain; then consumer, as well as expert feedback is used for the discussion on socially responsible campaigning and policy change (Contribution E).
Influencing Factors for Sustainable Dietary Transformation—A Case Study of German Food Consumption
(2022)
In a case study of Germany, we examine current food consumption along the three pillars of sustainability to evaluate external factors that influence consumers’ dietary decisions. We investigate to what extent diets meet nutritional requirements (social factor), the diets’ environmental impact (ecological factor), and the food prices’ influence on purchasing behavior (economic factor). For this, we compare two dietary recommendations (plant-based, omnivorous) with the status quo, and we examine different consumption styles (conventional, organic produce). Additionally, we evaluate 1446 prices of food items from three store types (organic store, supermarket, and discounter). With this, we are able to evaluate and compare 30 different food baskets along their health, environmental, and economic impact. Results show that purchasing decisions are only slightly influenced by health-related factors. Furthermore, few consumers align their diet with low environmental impact. In contrast, a large share of consumers opt for cheap foods, regardless of health and environmental consequences. We find that price is, arguably, the main factor in food choices from a sustainability standpoint. Action should be taken by policy makers to financially incentivize consumers in favor of healthy and environmentally friendly diets. Otherwise, the status quo further drives especially underprivileged consumers towards unhealthy and environmentally damaging consumption.
There is broad scientific consensus that current food systems are neither sustainable nor resilient: many agricultural practices are very resource-intensive and responsible for a large share of global emissions and loss of biodiversity. Consequently, current systems put large pressure on planetary boundaries. According to economic theory, food prices form when there is a balance between supply and demand. Yet, due to the neglect of negative external effects, effective prices are often far from representing the ‘true costs’. Current studies show that especially animal-based foodstuff entails vast external costs that currently stay unaccounted for in market prices. Against this background, we explore how informational campaigning on agricultural externalities can contribute to consumer awareness and tolerance of this matter. Further, we investigate the socially just design of monetary incentives and their implementation potentials and challenges. This study builds on the informational campaign of a German supermarket displaying products with two price tags: one of the current market price and the other displaying the ‘true’ price, which includes several environmental externalities calculated with True Cost Accounting (TCA). Based on interpretations of a consumer survey and a number of expert interviews, in this article we approach the potentials and obstacles of TCA as a communication tool and the challenges of its factual implementation in agri-food networks. Our results show that consumers are generally interested in the topic of true food pricing and would to a certain extent be willing to pay ‘true prices’ of the inquired foods. However, insufficient transparency and unjust distribution of wealth are feared to bring about communication and social justice concerns in the implementation of TCA. When introducing TCA into current discourse, it is therefore important to develop measures that are socially cautious and backed by relevant legal framework conditions. This poses the chance to create a fair playing (‘polluter pays’) with a clear assignment of responsibilities to policy makers, and practitioners in addition to customers.
The Anthropocene, marked by human-induced climate change, necessitates urgent action to address climate goals and respect planetary boundaries. While sustainability research provides knowledge, the first challenge lies in communicating the findings in an adequate manner to the public and several stakeholders, such as economic and political actors. Therefore, this study explores the significance of science communication in sustainability science, focusing on a case study—the True Cost Accounting (TCA) campaign by the University of Greifswald, Technical Institute of Nuremberg, and German retailer PENNY. TCA herein serves as a transparency tool, economic incentive, and discussion basis for sustainable consumption. This study investigates consumer perceptions of ecological prices of foods through a face-to-face survey during the 2023 PENNY campaign, comparing results to an informational campaign carried out in 2021. Findings indicate a high awareness of the true cost campaign in 2023, with 50.8% of participants hearing about it. Consumers’ willingness to pay true costs and potential behavior changes were explored. In comparison to results from the informational campaign of 2021, customers showed a decrease in this WTP when the true prices would actually impact their spending, indicating an attitude–behavior gap. In addition, a willingness to reduce the consumption of animal foods—if TCA was implemented—of 60.5% was determined, which suggests that TCA has the potential for sustainable behavior change. This study highlights factors that influence consumer attitudes and preferences regarding the inclusion of TCAs, such as environmental, social, and animal welfare costs. Customers’ understanding of increased prices—like, in this case, the compensation for environmental and social costs—is an argument in favor of true prices. The results emphasize the need for differentiated scientific communication strategies to bridge knowledge and action gaps in sustainability science.