Looking for Research/Evidence on Food-Related Consumer Behaviours

We have recently been commissioned to undertake a rapid review of literature on food-related behaviours for the Environmental Behaviours Unit at Defra in the UK. We are now compiling relevant evidence and were hoping you might be able to contribute to the review. The project specification (and team members) are described below, but in short we would be grateful if you could provide references to key papers and reports (including copies or links where possible). If you think this call may also be of interest to other colleagues, please do not hesitate to forward it to them, or suggest we get in touch directly. A very tight timescale has been set for this exercise; contributions before March 10 are most likely to be included in the scope of the review (final deadline: 20 March 2009). All those who contribute will automatically be included in our distribution list for the final published report.

Thank you in anticipation for your support
Paul White (see below for more background)

BACKROUND
Defra Environmental Behaviours Unit, Communications Directorate and The Food Chain Programme have jointly commissioned a synthesis review of food related consumer attitude and behaviour research, scheduled for completion in April 2009.

The project will synthesise the evidence on the factors driving consumer food behaviours and apply the findings in the context of individual behaviour change for sustainability. The aim is to provide an accurate, up-to-date picture of existing policy-relevant evidence on consumer behaviour and attitudes to food and environment in the UK. Food-related behaviour is very complex, and requires an understanding of many different behaviours, across all phases of consumption from purchase through to disposal. The generic evidence base on food choice is vast, and stresses factors which interact and impact at individual, social, contextual, and societal levels.

Yet the evidence on the sustainability impacts of these behaviours, and specifically on what the publics role is in reducing these impacts, is still emerging. The project will adopt a team approach, incorporating experienced reviewers alongside a sounding board panel of experts, in order to produce clear options for future approaches to pro-environmental food behaviours, for policy, communications and research audiences. In so doing, the project will integrate Defra-commissioned research with the wider evidence base, and draw on work from related policy areas (most notably health) in identifying effective approaches to public engagement on food behaviours.

RESEARCH OBJECTIVES
The project team is seeking assistance in targeting literature to inform the following research objectives for sourcing of food-related behaviour research:

Consumer behaviour metrics (data on behaviours and impacts of interventions)
Specific consumer behaviours (which ones are key, and to what extent are they practised)
Behavioural determinants (wider influences, drivers and barriers)
Influencers and intermediaries of consumer behaviour

RESEARCH QUESTIONS
The review stage will seek literature to inform the following research questions:

Which food-related behaviours are the most important to advancing sustainability?
Which of these behaviours are currently practised, by whom and to what extent?
What are the motivations and barriers? Ultimately, to what extent are these behaviours determined by individual choice?
What are the key issues in this area as perceived by consumers?
What types of messages have been used effectively to engage consumers?
Which population groups / segments have been targeted?
What type of intervention / mix has been used and to what effect?
Which stakeholder groups / organisations / businesses have been involved / engaged most effectively with consumers?


RESEARCH DOMAINS
The project teams approach involves an analysis framework for the research review comprising five key domain areas - Food Choices, Local / Seasonal Food, Lower Impact Diet, Waste Less Food, Supply Chain Factors:

Food choices: individual level factors, social influences, local context, macro-societal factors
Local/seasonal food: eg grow your own, buy more seasonal food, buy locally
Lower Impact Diet: eg buy more certified food and drink, eat smaller portions
Waste Less Food: eg buy products with less packaging, composting, cooking with leftovers
Supply Chain Factors: touch-points influencing consumer choice and habit

Paul White
Director
The Social Marketing Practice
United Kingdom
www.socialmarketingpractice.co.uk