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Consumer Profiles of Sustainable Fruit and Vegetable Consumption in the European Union

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  • Elżbieta Goryńska-Goldmann

    (Department of Economics and Economical Policy in Agribusiness, Faculty of Economics, Poznan University of Life Sciences (PULS), Wojska Polskiego Str. 28, 60-637 Poznań, Poland)

  • Anna Murawska

    (Department of Economics and Marketing, Faculty of Management, Bydgoszcz University of Science and Technology, Kaliskiego Str. 7, 85-796 Bydgoszcz, Poland)

  • Grażyna Balcerowska-Czerniak

    (Institute of Mathematics and Physics, Bydgoszcz University of Science and Technology, Kaliskiego Str. 7, 85-796 Bydgoszcz, Poland)

Abstract

Despite the World Health Organization (WHO) advocating a healthy and balanced diet for consumers for many years, inadequate fruit and vegetable (FV) consumption remains a substantial issue with economic, social, environmental, and nutritional implications. This study aims to identify consumer profiles for sustainable fruit and vegetable consumption in the European Union, considering specific demographic and socio-economic factors. The analysis is based on data from the 2019 European Health Interview Survey (EHIS). This article provides a clear understanding of how gender, age, education level, income, and place of residence relate to sustainable FV consumption through a principal component analysis (PCA). By defining consumer profiles linked to sustainable and healthy FV consumption, the study aids in creating cohesive goals for promoting health within European society. The results of the PCA reveal four distinct consumer profiles and enhance our understanding of the factors influencing these profiles. These findings align with previous research, indicating that consumer profiles remain relatively consistent. According to the PCA classification, sustainable fruit and vegetable consumption is more prevalent among women, educated individuals, higher-income consumers, and those over 55 years old. In contrast, the opposite profile consists of consumers with lower income, younger and middle-aged individuals, men, and those with less than a high school education, highlighting the need for effective strategies to promote a healthier diet in this group. Countries with lower economic development, reflected in consumer incomes, deviate the most from the recommended “at least five portions of fruit and vegetables a day” consumption pattern, and do not exhibit a sustainable consumption model. Thus, continued monitoring of consumer profiles is essential, with a focus on both the quantity and frequency of fruit and vegetable consumption, as well as strategies aiming to increase their intake.

Suggested Citation

  • Elżbieta Goryńska-Goldmann & Anna Murawska & Grażyna Balcerowska-Czerniak, 2023. "Consumer Profiles of Sustainable Fruit and Vegetable Consumption in the European Union," Sustainability, MDPI, vol. 15(21), pages 1-23, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:21:p:15512-:d:1272086
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    References listed on IDEAS

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    1. Halicka, Ewa & Rejman, Krystyna, 2007. "Fruit and vegetable promotion programs in the European Union," Problems of World Agriculture / Problemy Rolnictwa Światowego, Warsaw University of Life Sciences, vol. 1(16), pages 1-8, March.
    2. Lucian Tanasa & Simona-Roxana Ulman & Cristina Cautisanu & Ioan Sebastian Bruma, 2022. "Vegetables Consumers’ Profile in the Context of Digitalization: Evidence from Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(59), pages 128-128.
    3. Tonje Holte Stea & Oda Nordheim & Elling Bere & Per Stornes & Terje Andreas Eikemo, 2020. "Fruit and vegetable consumption in Europe according to gender, educational attainment and regional affiliation—A cross-sectional study in 21 European countries," PLOS ONE, Public Library of Science, vol. 15(5), pages 1-9, May.
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