WHY AND HOW DO CONSUMERS DECIDE ON PURCHASING SUSTAINABLY PRODUCED FOOD?

Abstract

This research, particularly within the Uzbek setting, studies the factors affecting consumers' choices to purchase sustainably produced food. Organic and environmentally-safe products are more emphasized today given the worsening state of the ecosystem and growing health concerns across the globe. The focus of this research was primarily the young adult population, and the methodology used was an online survey which was designed to cover all regions and cities of Uzbekistan. Responses were analyzed quantitatively and qualitatively in order to assess demographic patterns, driving forces, and barriers in the consumption of sustainable food. The findings indicate that while taste, freshness, and health are the most prominent in driving consumer behavior, actual concern for the environment plays a far more minor role. Price and availability emerged as the two primary barriers, and in more qualitative terms, they reflected the global ‘attitude-behavior gap’ that has been widely researched. Findings also indicate that shoppers concentrate on the unprocessed organic items. While spending on dairy, fruits, and vegetables, the more apparent health benefits are more apparent, but the processed organic items are still the least popular. Social approval holds less weight than other motivations. Despite this cultural difference, the study finds the rest of the data is aligned with other global research. The paper concludes by stating that the accessible prices, the developed availability, and the strong consumer trust on the labeling of sustainably produced foods should all be present in the aimed Uzbekistan’s food market.