How Naturalness and Sustainability Affect Consumers Decision-Making Processes Toward Food Products? A Multi-Method Consumer Research

Abstract

This thesis uncovers the complexities of food choices by investigating the questions: “Why do people eat what they eat? When, where and how can what they eat be influenced?”. Applying a multi-method approach, this thesis examines the interrelationships of the food itself, the individual, and the situation and how they influence food choices. Through six chapters, the thesis highlights the importance of naturalness and sustainability in food choices, as well as offers actionable marketing insights.