Sustainable Development and Energy Transition in Europe and Asia

11European and Chinese Consumers’ Attitude for Food with Reduced Use of Chemicals: Results from a Survey

Global food consumption is increasing, and natural resources are limited. A change in consumers’ purchase behavior is fundamental to cope with the objectives of sustainable development. Our focus is on consumers’ attitude toward the products that reduce the dependence on pesticides (integrated pest management – IPM). Through survey analysis, this paper aims at illustrating the factors that influence the food choices of European and Chinese consumers. The results obtained through descriptive statistics and regressions allow us to identify which consumer categories are more aware of IPM products and which are still far from a complete knowledge of IPM and their potentialities. The results arising from this chapter can be used to suggest policies useful to achieve more sustainable consumption behavior.

11.1. Introduction

Consumer behavior is fundamental to move toward a more sustainable consumption pattern, hence it is necessary to analyze and understand it [SHA 17]. The increase in food consumption has serious consequences on the environment and requires a more convincing approach to sustainable development and, in this, a responsible consumer behavior plays a vital role. Misra et al. [MIS 91] showed how people have been interested in organic products since the 1990s. This attitude is still strong, and people are more and more aware of the importance of environmental issues ...