How to Exploit Sustainable Food Consumption Habits of Individuals: Evidence from a Household Survey in Izmir, Türkiye

Sustainable production and consumption in the food supply chain are critical for the United Nations’ sustainable development goals (SDGs). Therefore, it is significant to identify the factors that shape individuals’ food consumption behaviour. Türkiye prioritises sustainable food consumption and the prevention of food loss and waste as a national focus. Accordingly, this study aims to identify the drivers of individuals’ food consumption habits in Türkiye through a survey with the participants being households in Izmir, the third most populous city in Türkiye. More specifically, the study has two main objectives: (i) to identify the factors influencing households’ food consumption preferences and (ii) to demonstrate how the factors concerning sustainable food consumption interact through a survey conducted in Izmir. Based on the state-of-art literature, an online survey was completed by 515 respondents in Izmir. Through an analysis of the survey responses, this study provides a descriptive analysis of socio-demographic variables and a correlation analysis between socio-demographics and sustainable food consumption behaviours, including food shopping behaviour, food purchasing and consumption behaviour, dietary habits, and food waste behaviour. The results demonstrate that socio-demographic factors such as age, gender, education level, income level, and the number of residents in the household are significant for sustainable food consumption behaviour. The survey results also demonstrate that the respondents do not consider carbon footprint generation from food production and transportation in their decisions or behaviours. The study’s main limitation is that the survey is implemented in a single city, Izmir. Future research may extend the scope to other cities in Türkiye, allowing a comparative analysis.