What Makes a Product Sustainable? A US-Based Consumer Survey Finds That Consumers Overemphasize the Impact of Packaging on Product Sustainability.

Understanding the drivers behind consumers' purchasing decisions is crucial to supporting the sustainability of the global food system. This study examined consumers' sustainability-related beliefs, attitudes, and behaviors regarding food and its packaging among a US-based cohort (n = 475). Participants responded to an online survey including: (1) a maximum difference test for food product attributes; (2) sustainability tension scenarios between two food products; (3) a section asking participants how often they make certain sustainable purchasing decisions; (4) a section asking participants to rate their level of agreement with sustainable statements; and (5) a demographic questionnaire. We identified significant gaps in consumer perceptions of sustainability. Findings revealed consumers consistently prioritize highly visible attributes like recyclability and packaging material, while assigning lower value to the environmental impact of the food product itself. Furthermore, results indicated considerable resistance to adopting plant-based alternatives compared to meat and dairy products, alongside difficulty in identifying the sustainability benefits of shelf-life extension and food waste reduction methods. These results suggest that consumers have a narrow view of sustainability, focused primarily on recycling and end-of-life packaging, which causes consumers to overlook other, potentially more impactful, aspects of sustainability. Instead, targeted education that emphasizes the benefits of alternative protein sources and the functional role of preservatives in reducing food waste is essential to growing a truly sustainable food system.