Understanding determinants and factors underlying food-related consumer behaviour

WP 7.1 addressed food-related consumer behaviour as a multidimensional phenomenon shaped by the interaction of economic, social, cultural and psychological factors. The Work Package examined how everyday decisions, such as purchasing, preparing and consuming food, emerge from the interplay between individual preferences, contextual conditions and structural constraints within food systems.

Research activities combined behavioural economics, psychology, social sciences and nutrition through an integrated methodological approach. Experimental studies, quantitative surveys and behavioural analyses were conducted in both real-world and simulated environments, including virtual and augmented reality systems. These tools enabled detailed observation of decision-making processes and improved the identification of factors influencing dietary choices.

A first research line focused on decision-making mechanisms and the effectiveness of communication and marketing strategies in promoting healthier and more sustainable diets. Empirical studies analysed how variables such as price, nutritional information and sustainability-related messaging influence purchasing behaviour. Applications in institutional settings, including university catering, demonstrated how participatory approaches can support the design of more sustainable food environments.

A second axis investigated psychological and socio-cultural determinants of food behaviour. Research examined the role of emotions, personal values, attitudes and social norms across different life stages, highlighting resistance to novel foods and the influence of evolving social representations of sustainability.

A third research area addressed structural constraints affecting both consumption patterns and food system organisation. Analyses considered nutritional and environmental limits of diets, food waste reduction strategies, economic drivers of business decisions and the role of regulatory frameworks in ensuring access to adequate nutrition.

Among the main methodological outputs, WP 7.1 developed harmonised databases integrating food consumption data, nutrient composition and environmental impact indicators. Built on shared classification systems, these datasets enable integrated analysis of nutritional and environmental dimensions and support comparative studies and policy-oriented tools.

In parallel, the Work Package developed behavioural models and consumer profiling methodologies aimed at predicting food choices and identifying the most effective levers for promoting dietary change.

Overall, WP 7.1 contributed to a more comprehensive understanding of food behaviour by linking individual decision-making processes with systemic factors, supporting the design of evidence-based strategies for healthier and more sustainable diets.