The study explores the impact of consumer socio-demographics and geographic location on their attention to sustainable food certifications and subsequent changes in their dietary habits. A key challenge in promoting sustainable food consumption is the tendency of consumers to underestimate the environmental effects of their food choices and their limited knowledge about various sustainability certifications. These factors are intertwined with individual characteristics and geographic location. The research aims to identify the primary factors influencing the frequency of purchasing food products and dietary changes linked to consumer concerns about climate change and interest in sustainable food certifications. The study compares various food items (cheeses, cured meats, pork, beef, fruits, and vegetables) and six countries (Italy, France, Germany, Denmark, the USA, and China) to gain a comprehensive understanding of these dynamics. The selection of countries is based on the diversity in culinary traditions, consumer attitudes toward sustainability, and food production systems, ensuring a robust comparison between European and non-European nations. The study addresses three research questions: 1) How do environmental concerns affect food consumption? 2) What is the level of consumer interest in sustainable food certifications? 3) How do gender, age, and country of origin impact individual food decision-making? The study provides valuable insights into consumer behavior and helps bridge the gap between consumer interest and actions toward more sustainable practices. This information is critical to informing effective strategies for transitioning towards sustainable food systems and mitigating the impact of climate change.

Existing literature highlights the role of food labeling in influencing consumer diets to support environmental sustainability and address climate change. However, consumer understanding of environmental impact and awareness of sustainable certifications are often limited. Previous research indicates that consumer interest in sustainability certifications varies across food products, with a higher interest in meat than other products noted in some studies. Vegetables are also associated with environmental concerns, whereas cheese is often linked to organic certification rather than broader sustainability. Studies also indicate that various socio-demographic factors, including age, education, gender, social background, geographic location, and political factors, influence consumer attitudes toward climate change and its impact on food choices. Geographical differences significantly influence consumers' engagement with climate change and food production. Research on the effects of climate change on dietary patterns across different countries reveals the link between food choices and pro-environmental behaviors. Globally, consumption of animal products is increasing, contributing to environmental issues such as greenhouse gas emissions. While some countries like France show trends toward plant-based diets, China exhibits increased demand for meat. Consumer sensitivity to environmental sustainability varies across regions and demographic groups, with studies indicating that post-pandemic, Chinese women increased purchases of eco-friendly food, and younger populations showed greater awareness of environmental issues and sustainable choices. Consumer awareness, interest, and trust in sustainable certifications influence purchasing decisions, with Italian consumers showing increasing interest in sustainability and willingness to pay higher prices for such products. Chinese consumers are also influenced by certifications, but other factors like price and brand remain important. The current research builds on these findings by comparing cross-country aspects, considering different food products and consumer pro-environmental attitudes, addressing the gap in the literature on this topic.

Data was collected online between January and June 2022 through Computer Assisted Web Interviewing (CAWI) by Teleperformance. A quota sample of 6500 respondents was recruited from online panels in Italy, Germany, France, the USA, China, and Denmark. The countries were chosen for their diverse consumer profiles, climate change performance, food habits, and attitudes. The questionnaire was initially drafted in Italian, pre-tested by experts, translated into other languages by native speakers, and further pre-tested with non-project-related individuals from each country to ensure clarity and accuracy. The anonymous online survey included an informed consent form, adhering to the Declaration of Helsinki guidelines and approved by the Ethical Committee of the University of Turin. The inclusion criteria were participants over 18, residing in one of the six selected countries, and consenting to data usage. Quota sampling ensured representation of the adult population in terms of age, gender, and race. Participants were not paid for participation. The questionnaire consisted of four sections: socio-demographic characteristics (gender, age, family composition); food purchasing frequency (7-point scale for seven food categories); sustainable certifications (10-point Likert scale for four food categories); and changes in reported consumption behavior due to climate change concerns (5-point scale for five food categories). Cronbach's alpha values were calculated to assess the reliability of the scales (0.94 for food purchasing frequency, 0.86 for sustainable certifications, and 0.90 for changes in consumption). The choice of 5, 7, and 10-point scales was based on established practices to obtain detailed responses.Generalized linear mixed-effect models (glmm) were used to compare mean scores and assess associations between variables. The models accounted for fixed effects (gender, age, country) and random effects (number of subjects). Bonferroni's method was used to adjust P values, and the least significant difference test was applied when significant differences (P < 0.05) were found. Analyses were conducted using R version 3.3.2. Spearman's rank correlation coefficient was used to assess the correlation between changes in consumption and interest in certifications. Power calculation was performed to determine appropriate sample size. The study provides details on the design of the survey and the questionnaire, including information on the data collection methods, the sample size, and the statistical analyses that were used.

The study's results indicate significant influences of gender, age, and country of origin on food purchasing frequency, interest in sustainable certifications, and changes in consumption associated with climate change concerns. Regarding gender, US men showed higher purchasing frequency for all food categories compared to women. In most countries, men purchased more pork and beef, while women reported higher purchases of vegetables and fruits (except in China). Men in Denmark, the US, and France showed higher interest in sustainable certifications for cold cuts, while women in Denmark, Germany, and Italy showed greater interest in certifications for fruits and vegetables. Women in Denmark, France, Germany, and Italy reported higher levels of change in cured meat and pork/beef consumption due to climate change concerns, while US men showed lower levels of change for various food products. Concerning age, both young and adult groups showed higher purchasing frequency in most countries. Adults in Denmark, Germany, and the US showed a higher frequency of purchasing various foods compared to elderly individuals, and also showed more interest in cheeses, cured meat, and sustainable meat certifications. Young people in Denmark showed significantly higher interest in all food certification products than elderly counterparts, while young people in Denmark, Germany and the US reported lower levels of change in consumption than elderly people. Regarding country of origin, high interest in sustainable certifications was observed across countries, except for specific segments in Denmark and France. US adult men displayed the highest interest scores, followed by Chinese consumers, who showed high interest irrespective of gender or age. Danish consumers (both men and women) reported lower interest across all certifications. Consumption patterns showed that most respondents maintained or reduced consumption of various food categories, except for Chinese consumers who reported increased consumption of fruits and vegetables. Chinese consumers had the highest consumption scores across food categories. Conversely, Danish consumers had the lowest consumption. No clear trends were observed in younger populations. Figure 1 shows heatmaps of interest in certifications, broken down by gender, age, and country; Figure 2 shows heatmaps of consumption changes by gender, age, and country; Figure 3 shows heatmaps of purchasing frequency by gender, age, and country. These figures visualize the significant variations observed across the different groups, countries and foods studied.

The study's findings reveal significant variations in food consumption, purchasing behaviors, and interest in sustainable certifications across different countries and demographic groups. The heightened interest and consumption reported by Chinese consumers might be attributed to increased environmental awareness and responsibility possibly influenced by the COVID-19 pandemic and the 'Green Food' certification program, which reduces skepticism. The lower interest among Danish consumers could be explained by existing green policies and adoption of sustainable eating habits. The discrepancies observed across gender may be due to a lack of clarity in sustainable certifications and potentially to different preferences regarding eco-labels and organic labels. The strong culinary traditions and cultural significance of specific foods create challenges for dietary shifts. The observed variations across countries highlight the need for culturally tailored interventions, considering factors such as economic development, food production systems, and consumer awareness. Future research should explore the interplay between country-specific factors (history, geography, culture, economy) and climate change-related food consumption changes. Exploring the specific supply chain and conducting economic analyses, such as examining willingness-to-pay, would provide further insights. The study's limitations, including potential memory bias in online surveys, self-selection bias, and the lack of a non-binary gender choice in the survey, must be acknowledged.

This study provides valuable insights into the factors influencing consumer responses to sustainable food certifications and their willingness to adopt more sustainable dietary habits. The research reveals considerable heterogeneity across countries and demographic groups, highlighting the importance of considering these differences when designing effective interventions. While sustainable certifications show promise, their success depends on addressing cultural and economic contexts. Future research should focus on examining the effectiveness of tailored interventions for specific target groups and exploring methods for improving consumer awareness and understanding of sustainable food systems. Further investigation into the economic aspects of sustainable food choices, including willingness-to-pay analyses and the influence of financial conditions on purchasing behaviors, is also warranted.

The study acknowledges several limitations. The online survey methodology may have introduced memory bias and self-selection bias. The absence of a non-binary gender option limited the inclusivity of the study. The questionnaire was not back-translated, potentially leading to minor inaccuracies in understanding across languages. While the online format encouraged honest responses and allowed participants to answer at their own pace, resulting in a high response rate, these limitations should be considered when interpreting the findings.