A trans-cultural study about sustainability and sustainable food

Sustainability is a popular concept widely used by many companies in sectors as diverse as food, banking or transport. However, consumers have trouble defining and understanding it, so companies' communication efforts can be ineffective. This is even more relevant in the food production and distribution sector, since for years it has been stressed that the agricultural sector is responsible for issues such as greenhouse gas emissions, deforestation or biodiversity loss. For this reason, we considered it interesting to analyze how consumers perceive sustainability, especially in relation to food production and consumption. As the concept is difficult to define, and can be influenced by cultural aspects or lifestyles, it was decided to conduct consumer surveys in three countries with different cultural and development contexts (Spain, Turkey and Colombia), which allowed us to assess the differences in consumer perceptions, as well as to identify groups of consumers with different attitudes towards sustainability