Socio-demographic and cross-country differences in attention to sustainable certifications and changes in food consumption

The study investigates how socio-demographic characteristics (gender, age) and country of origin shape consumers’ attention to sustainable food certifications and their food purchasing and consumption changes in the context of climate change. Prior work indicates that sustainability and certifications act as credence attributes influencing purchasing, but understanding and associations with environmental, ethical, and social aspects vary by product and region. Given heterogeneous attention to certifications and eating habit changes across countries, the authors pose three research questions: (i) How do environmental concerns influence food consumption? (ii) What is the degree of consumers’ interest in sustainable food certifications? (iii) How do gender, age, and country of origin differ in their impact on individuals’ food decision-making? The purpose is to provide an overview of purchase frequency and reported changes in consumption linked to climate concerns and certification interest across six countries (Italy, France, Germany, Denmark, USA, China) and across key product categories (cheeses, cured meat, pork and beef, fruits, vegetables), thereby informing straightforward interventions to promote sustainable diets.

The literature shows that sustainability labels aim to distinguish pro-environmental or pro-social products and can shape choices, but consumers often equate sustainability primarily with environmental dimensions (e.g., GHG emissions, water use) while giving less weight to ethical and social aspects. Attention to sustainability certifications is product-specific: prior research reports higher interest for meat certifications, pronounced environmental concerns for vegetables, and weaker sustainability salience for cheeses where organic associations dominate. Socio-demographics (age, education, gender, social background, geography, politics) are important determinants of climate-related attitudes and food choices. Cross-country evidence indicates rising global intake of animal-based and processed foods, increasing environmental pressures, with country nuances: high-carbon French diets shifting toward flexitarian trends; Danish consumers prioritizing environmental/ethical considerations and adopting organic/local food; China’s economic growth correlating with increased meat and animal product demand. Post-COVID-19, Chinese women reportedly increased environmentally friendly purchases; younger cohorts may show greater eco-awareness and certification-based choices. Awareness, interest, and trust in certifications significantly guide purchasing in Italy and China, though price, brand, and quality remain influential. Overall, sensitivity to sustainability in food purchasing varies across regions and demographics, motivating a comparative, multi-country analysis integrating pro-environmental attitudes across product types.

Design and data collection: A cross-sectional, multi-country online survey (CAWI) was conducted January–June 2022 by Teleperformance. Quota sampling recruited 6,500 adult respondents (≈1,300 per country) from Italy, France, Germany, Denmark, the USA, and China to reflect adult population distributions by age, gender, and race. Inclusion criteria: consent, age ≥18, residence in one of the six countries. Ethics approval was obtained from the University of Turin Ethical Committee (Ref GD/14849/2020), with informed online consent. Questionnaire development: Initially drafted in Italian, expert-pretested, then translated by native speakers into English, German, French, Chinese, and Danish; each version was pre-tested (≥10 residents/country) and refined. Survey structure: (1) Socio-demographics (gender, age categorized as young 18–30, adults 31–50, elderly >50; family composition). (2) Food purchasing frequency for seven items (fresh cheeses, aged cheeses, cured meat, pork, beef, fruits, vegetables) on a 7-point scale (1=never to 7=more than 5 times/week), Cronbach’s alpha=0.94. (3) Interest in sustainable certifications for four product groups (cheeses; cured meat; meat; fruits and vegetables) on a 10-point Likert scale (1=not at all important to 10=extremely important), alpha=0.86. (4) Changes in reported consumption due to climate change concerns for five items (cheeses, cured meat, fresh meat, fruits, vegetables) on a 5-point scale (1=much less to 5=much more), alpha=0.90. The use of 5-, 7-, and 10-point scales sought appropriate granularity for different constructs. Statistical analysis: Generalized linear mixed-effect models (GLMMs) compared mean scores across fixed effects (Gender; Age group; Country) with random effects for subjects (n=6,500). Bonferroni-adjusted p-values were used; when significant (P<0.05), least significant difference tests were applied. Power calculations targeted α=0.05, f=0.4 (power=1). Spearman rank correlations assessed associations between changes in consumption (climate concern) and interest in sustainable certifications. Analyses were conducted in R (Windows v3.3.2).

Sample profile: 54% women; 67% adults; 11% young; 22% elderly; 24% lived in 4-person households. Gender effects: • US men reported higher purchase frequency across all categories (fresh/aged cheeses, cured meat, pork, beef, fruits, vegetables; P≤0.05). • Men purchased pork and beef more frequently in most countries except China (P≤0.05). • Women in China, Denmark, Germany, and Italy reported higher purchases of vegetables; German and Italian women purchased fruits more frequently (P≤0.05). • Interest in certifications: men in Denmark, the USA, and France showed higher interest for cold cuts; women in Denmark, Germany, and Italy showed higher interest for fruits and vegetables certifications (P≤0.05). • Changes due to climate concerns: women in Denmark, France, Germany, and Italy reported greater reductions/changes for cured meat and fresh meat (P≤0.05); US men showed lower changes across all categories (P≤0.05). Age effects: • Young and adult groups generally had higher purchase frequency than elderly, except in France. Adults in Denmark, Germany, and the USA purchased all categories more frequently (P≤0.05). • Adults in Germany and the USA showed higher interest in certifications for cheeses, cured meat, and meat than elderly (P≤0.05). • Young Danes reported higher interest across all certifications vs elderly (P≤0.05) but showed lower climate-driven consumption changes than elderly in Denmark, Germany, and the USA (P≤0.05). Country differences: • Chinese consumers (men and women, all ages) had higher interest scores for certifications across all product groups and higher consumption scores for cheeses, cured meat, pork and beef, and fruits and vegetables than other countries (P≤0.05). • Danish adults and elderly (both genders) showed lower interest scores in all sustainable certifications and lower consumption of several categories (cheeses, cured meat, pork and beef, fruits) (P≤0.05). Purchasing frequency by country/age: • China (adults/elderly): higher frequency for pork, beef, vegetables (P≤0.05). • Italy (elderly): higher frequency for aged cheeses, beef, fruits; elderly women higher for cured meats and vegetables; elderly men higher for fresh cheeses (P≤0.05). • Adults: Germans and Italians purchased fresh/aged cheeses more; Chinese preferred pork, beef, vegetables; French preferred aged cheeses; US adult men purchased fresh/aged cheeses more frequently (all P≤0.05). Overall patterns: Most respondents maintained or reduced consumption of animal-based foods and some plant foods; Chinese respondents increased fruit/vegetable intake; young cohorts showed fewer consistent reductions than older cohorts.

Findings address the research questions by demonstrating that climate concerns interact with socio-demographics and geography to shape both interest in sustainable certifications and self-reported purchasing/consumption changes. Chinese consumers’ strong interest and higher consumption across categories likely reflect heightened post-pandemic environmental consciousness and reliance on recognized schemes (e.g., China’s Green Food), aiding trust and reducing skepticism. In contrast, Denmark’s policy context promoting plant-forward diets may contribute to lower interest in meat-related certifications and reduced animal-product consumption, consistent with broader shifts toward plant-based eating. Health benefits of fruits and vegetables may be perceived more saliently than environmental benefits, influencing certification interest patterns by product. Gender differences suggest men’s higher engagement with certifications for meat/cold cuts in some countries, while women exhibit higher interest for fruits/vegetables certifications in others. Age differences indicate adults often read eco-labels more and report higher interest than elderly, but elderly groups in several countries report larger climate-driven consumption changes, implying that willingness or ability to change may not align perfectly with stated interest. Deeply rooted culinary traditions and local identities (e.g., cured meats in Italy) complicate reductions in animal-origin products, underscoring that certifications alone may not universally drive sustainable dietary shifts. Policy implications include tailoring interventions to country and demographic contexts, strengthening clear, trustworthy certification schemes, and complementing labeling with broader programs (awareness, education, incentives) across the food supply chain.

This cross-country study of 6,500 consumers shows that attention to sustainable certifications and climate-driven changes in food purchasing and consumption vary significantly by gender, age, and country. Chinese consumers exhibit the highest interest in certifications across products and increased fruit/vegetable intake, whereas Danish adults and elderly show lower certification interest and reduced consumption of several categories. Women in multiple European countries report greater reductions in meat and cured meat due to climate concerns, while US men report the least change. Certifications represent a promising but not one-size-fits-all lever; integrating clear labeling with targeted education, policy support, and culturally sensitive strategies is necessary to foster sustainable diets. Future research should examine specific supply chains, incorporate economic analyses (e.g., willingness to pay relative to financial conditions), and further explore how history, geography, climate, culture, and national policies shape climate-related dietary changes.

Key limitations include: (1) gender response options excluded a nonbinary category; (2) the questionnaire was not back-translated; (3) potential memory and self-selection biases inherent to online surveys; (4) observational, self-reported measures may not reflect actual behavior; (5) cross-sectional design precludes causal inference; and (6) limited detail on certification familiarity/trust by scheme. Strengths include large, balanced multi-country sample, anonymity, and reduced social desirability via online administration.