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What makes a product sustainable? Consumers are confused

Jan 06, 2011

As much as organic eating has become a new way of living, sustainability is also a hot topic these days. The demand for sustainable products, whether it is produce at the market or a spaghetti dish at a restaurant, is growing immensely. This increase in popularity has a lot to do with the green movement – after all, sustainability generally refers to the ability for our ecosystem to sustain itself for an indefinite period without damaging the environment, or without depleting resources (think “renewable”).

It is interesting, then, that a recent online study of 2,000 adults (84 percent of which claimed to regularly buy green/sustainable food and drink) showed that many were confused about what actually makes a product “sustainable.” Claims on packaging such as “eco-friendly” and “green” are well known to consumers but descriptive terms such as “solar/wind energy usage” or “fair trade,” aren’t easily understood by consumers to equate to sustainability, according to a senior analyst at Mintel.

– 32% of those surveyed never heard of “solar/wind energy” claims

– 34% said they didn’t understand what “fair trade” meant

– 45% said they purchased sustainable food thinking that it was of better quality

– 43% stated their reason for purchasing sustainable food was for environmental concerns

– 42% cited food safety as a reason for buying sustainable foods

Restaurant owners and food producers need to recognize the varying reasons and depth of knowledge consumers have when it comes to marketing sustainable food products. It is wise to ensure that eco-benefits are clearly and concisely expressed on menus and/or packaging in an easy to understand manner.