D3.2 Opportunities for policy and business strategies for SFS with citizen-consumers

This deliverable, part of ENFASYS Work Package 3 (Understanding behavioural factors in the decision-making of farmers and the buying behaviour of products from SFS), examines how European citizen-consumers can accelerate the transition towards Sustainable Food Systems (SFS) and provides evidence-based recommendations for policy and business strategies that can advance SFS adoption. European citizen-consumers play a pivotal role in promoting Sustainable Food Systems, both through market choices and as political advocates. Drawing on data from a comprehensive survey conducted across twelve European countries, the report identifies four consumer segments—Disengaged, Price- and Convenience-Focused, Balanced, and Highly Sustainable Consumers—each characterised by distinct levels of engagement with nutritional, environmental, social, and economic sustainability. Highly Sustainable Consumers, making up 27.9% of the sample, hold strong ethical convictions and consistently practise sustainable behaviours. In contrast, Disengaged Consumers (20.9%) display minimal engagement, possibly due to economic constraints and limited access to information. Balanced Consumers constitute the largest segment (32.3%) and show moderate commitment, while Price- and Convenience-Focused Consumers (18.9%) prioritise affordability and ease, integrating sustainability when it aligns with their immediate needs.

The analysis also explores citizen advocacy, revealing a complex interplay of socio-demographic factors, policy perceptions, and political efficacy. Younger respondents, while less engaged in sustainable purchasing, in this research exhibited a higher propensity for advocacy, particularly when the required time and financial commitments were relatively low, such as voting or signing petitions. Perceived political influence and a clear prioritisation of environmental and social goals emerged as key motivators, underlining the importance of trust in institutions and the visibility of policy outcomes.

The findings underscore the necessity of integrated strategies tailored to the distinct motivations of each consumer segment while fostering greater political engagement. Policymakers are encouraged to address economic barriers through subsidies or tax incentives, promote participatory governance mechanisms, and highlight the tangible benefits of sustainable choices. Businesses play a complementary role by providing affordable sustainable options, transparent labelling, and evidence of environmental and social impacts, appealing to cost-conscious consumers and reinforcing the commitment of highly engaged individuals.

The results highlight how citizen-consumer behaviour may influence farmers to adapt their practices to better align with consumer preferences for sustainability. As citizen-consumers increasingly prioritise sustainable products and advocate for supportive policies, farmers may be motivated to adjust their methods to meet these evolving demands. By aligning their products with the sustainability expectations of their customers, farmers can remain competitive in the marketplace while contributing to broader environmental, social, and economic sustainability goals.

Ultimately, the report emphasises the need for collaborative efforts between policymakers, businesses, and civil society to create a more inclusive and resilient food system. By aligning consumer behaviours with advocacy actions, stakeholders can accelerate the transition to sustainable food systems, fostering collective action and public trust in the process. These interventions, designed to accommodate diverse socio-economic and cultural contexts, offer a pathway to achieving the environmental, social, and economic goals necessary for a sustainable food future in Europe.