B.K. School of Professional and Mgt. Studies (Univ. School of Mgt.), Gujarat Univ., Gujarat.
Abstract
The increasing concern over health consciousness and environmental sustainability has led to an emphasis on nutritional awareness and its influence on consumer buying behaviour. According to the Sustainable Development Goals (SDG) Report 2023, the current food systems are neither efficient nor sustainable. In 2022, almost 735 million individuals around the globe, or 9.2% of the total population, were chronically hungry. This was an increase of 122 million from 2019. Also, these unsustainable behaviours are accountable for 70% of the world’s freshwater utilisation and one-third of global greenhouse gas emissions, which further exacerbate the climate disaster. This research paper examines the role of nutritional awareness on sustainable food purchasing behaviour, focusing on how consumers prioritise their health and sustainability in their food choices, considering factors such as sustainable and eco-friendly packaging, label literacy, eating habits, willingness to pay, and so on. This research is based on secondary data extracted from various literature, market reports, and consumer behaviour studies. The research findings have shown a significant relationship between nutritional awareness and sustainable food purchasing behaviour. Consumers who are health-conscious and aware of the long-term health benefits of nutrient-rich foods are likely to look for food products that meet both their personal well-being and environmental sustainability standards. However, certain other factors affect the consumer buying behaviour, such as price, availability, brand loyalty, and so on. In addition, marketing strategies, policy interventions, education campaigns, and advertisements play a significant role in shaping consumer behaviour.
Keywords: Consumer Behaviour, Nutrition Awareness, Food Choices, Sustainability
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