Eating like there's no tomorrow: How can we get Norwegian consumers to eat more sustainable?
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Climate change is threatening the planet, and Norwegian citizens do not seem to take it seriously enough, considering their current high level of greenhouse gas emission per capita. It is well-established that food consumption affects greenhouse gas emissions, which is one of the main drivers of environmental harm generated by households. This study determines how different factors and characteristics influence food consumption behavior. Specifically, it investigates whether the perception of the environment and perception of price play a role in sustainable eating behavior among Norwegians. By acknowledging this, marketing strategies and governmental intensives can become more efficient by targeting the right people. To test the hypothesis that (1) people that are more environmentally conscious are more likely to make sustainable food choices, (2) perception of price levels on groceries is considered a barrier to sustainable eating, and (3) socio-demographic factors correlate with sustainable eating choices, we used survey data from Norsk Monitor to estimate multinomial logit regression models. The results showed that perceptions of the environment and price play a role in how the Norwegian population behaves. Those who are environmentally conscious act more sustainably and those who consider low prices important are less likely to buy eco-labeled groceries. Furthermore, we found differences within the Norwegian population based on socio-demographic characteristics. A higher level of environmentally friendly behavior was among women, people with high education, and people with low income. The results suggest a need for more focus on raising awareness of sustainable behavior. The highest potential for improving sustainable food behavior in Norway is for men, people with low education, and high-income people. In order to reach these groups, we should implement specific strategies.