COLLEGE OF ARTS AND SCIENCES

Academic Year 2017 – 2018

CONSUMER MOTIVATION IN ORGANIC SUSTAINABLE FOOD

CONSUMPTION PARTICIPATION

Danna Marie Demiao DELALAMON

Frances Maridel Pasal FERRER
Dominique Kirsten Nerine Castillo YU

Adviser: Dr. Elizabeth Morales Nuncio

A Thesis Proposal Submitted

In Partial Fulfilment of the Requirements for the Degree of

Bachelor of Science in Environmental Science

 Introduction

Background of the Study

Food consumption is rapidly gaining importance in terms of its impacts on consumers,

food system, and more importantly, the environment. Through processing, distribution, retailing

to consumption, and waste disposal are components of food system that produce sustainability

challenges. Due to the continuously evolving and modernizing world, global food production is

higher than ever before, along with its great cost. Various environmental problems occur, such as

greenhouse gas emissions, deforestation, eutrophication, biodiversity loss are amplified through

current food systems (Garnett, 2011). The heightened interconnectedness and complexity of the

aforementioned systems and their vulnerability to interruptions and disturbances, and climate

change (i.e. unpredictable weather patterns) has increased the level of food insecurity worldwide;

because of this, the global food system fails to effectively carry out its primary function, which is

to provide adequate nutrition for all people (Goggins & Rau, 2015).

The food system should increase its output substantially and simultaneously reduce its

harmful impact to the environment in order to acknowledge these challenges regarding

sustainability. The price of food should be sustained at a level that allows producers to earn a

decent living off of it while keeping food nutritious, affordable, and accessible for all consumers.

To meet these goals means to provide for the demand that a radical transition towards a

productive and resource efficient food system, is able to keep up with internal and external shots,

all the while supporting livelihoods, and protecting the environment (Godfray et al., 2010). In

order to attain this goal, it requires collective effort across all classes and sections of society,
along with all involved in the stages of food system, which includes producers, processors,

distributors, consumers, policy making bodies, and others (Spaargen et al., 2012).

In line with this, food security is related to food sustainability. In order to achieve

sustainability, solutions must be economically viable, environmentally appropriate, and socially

acceptable. This requires meeting needs of all and extending to all the opportunity to satisfy an

individual’s aspiration for a better life. Sustainability requires that the world must ensure

equitable access to the constrained resource. The focal point of this research is an individual’s

motives in participating in making sustainable food choices.

Organic consumption is a recognized as one of the sustainable food systems that

encourages conscious decision making and mindful eating. According to the European

Commission (2018), organic farming relies on a number of objectives and principles, as well as

common practices designed to minimize the human impact on the environment, while ensuring

the agricultural system operates as naturally as possible. Reduced loss of nitrogen and soil

carbon sequestration enhancement are the co-benefits claimed for organic agriculture. The latter,

more particularly, has a profound effect if all land were converted to organic practices, as it may

offset between 60%-92% of contemporary greenhouse gas emissions. (Scialabba, N.E.H.,

Müller-Lindenlauf, M., 2010) Thus, another key point of the research relies heavily on the

fundamental environmental impacts of organic agriculture and consumption.

Statement of the Problem

Making sustainable food choices has a profound effect on the environment. It is

imperative that individuals make better choices for a sustainable and secure future in terms of
health and environmental aspects. The researchers wish to address the factors that influence the

consumer’s motive in participating in a sustainable food system, along with the impacts of these

choices on the environment.

Significance of the study

The means of providing the food system most people practice nowadays are causing

serious damaging effects to the environment.

Objectives

The study aims to determine what factors affect the consumers’ intention and motivation

towards participating in an organic food system. The research will also assess organic farms or

establishments’ motivation in producing organic goods & products. Upon determining the

motivating factors, the environmental impacts of the aforementioned food system shall also be

determined.
Scope and limitations of the Study

The study of the “Consumer Motivation in Organic Sustainable Food Consumption

Participation” is restricted to organic and health food stores like Healthy Options branches and

other stores in Makati, Tagaytay, Cavite, Muntinlupa, and Sta. Rosa. This study is conducted

primarily for the purpose of determining the driving force of a consumer’s motives in choosing

organic produce,secondarily the motivation of organic producers or famers, and the

environmental impacts of organic farming.

In order to gain more responses and insight for the study, the questionnaire will be posted

in social media platforms like organic consumers Facebook groups and on Twitter, as well. Data

gathering will be conducted for three months or exactly one term in Malayan Colleges Laguna.

The conduct of the study is limited on the availability of data provided by the respondents

in the questionnaires and documents related to this study.

Definition of terms

1. Food - a substance that provides nutrients and nourishment

2. Food system - a system that includes all elements, activities, and steps that are related

from production to consumption

3. Organic - plants grown without the use of synthetic pesticides, fungicides, inorganic

fertilizers

4. Sustainability - the quality of remaining sustainable without depleting resources

 5. Consumption - the process of consuming a particular resource securing the accessibility

and supply of a basic necessity (food) for a world of nine billion people

6. Motivation - motivating push, stimulus or force

7. SPSS -

Review of Related Literature

Food Consumption

Food consumption is the amount of availability of food for human consumption, which is

estimated by the FAO Food Balance Sheets. A food balance sheet shows a comprehensive

compilation and a visual representation of the pattern of a country’s food supply in a specific

time period. For each item of food, it highlights the primary commodity available for human

consumption like the sources of supply and the nutrient value’s utilization. To be more specific,

it shows food items for human consumption and the way it is produced, utilized, imported,

exported, and how the society benefits from it. The said sheet covers components such as

production, feed and seed, trade, waste, other utilization, quantities, availabilities, fats, and

proteins. Combining these components detects the food security of a country, and how reliant it

is on produce, and how also the world depends on it.

https://en.wikipedia.org/wiki/List_of_countries_by_food_energy_intake

https://www.ers.usda.gov/topics/food-choices-health/food-consumption-demand/food-consumpti

on/
 An important factor that determines and shapes the sustainability of our food supply is

food consumption (Verain, Dagevos, & Antonides 2015). Social, economic, and most

importantly, environmental, consequences of food production are imperative issues in developed

countries. Some factors that influence how an individual consumes food is their food choice

motives, personal and social norms, food involvement, subjective knowledge on the food they’re

consuming, ability to judge how a product has been produced, and socio-demographics (Reisch,

Eberie, & Lorek, 2013; Vinnari & Tapio, 2012).

The environment’s exploitation and destruction along with its natural resources have

raised enough awareness to encourage individuals to shift into greener lifestyles, especially in the

field of consumption.

In the modern times, an individual’s influences on food choices have reached beyond the

barrage of sensory pleasures and healthy nutrition to environmental considerations.

Food Security

The global food security debate has been vigorously regained since the 2008 food crisis,

when there was a sudden spike in the staple food commodity prices which demonstrated that for

the year 2050 must not be overlooked (Godfray et al. 2010; Swinnen and Squicciarini 2012;

Godfray and Garnett 2014). Aside from this, the ensuing debate has shown that views on

production systems and consumption patterns need to be adjusted to accommodate new issues

from continuing urbanization, to climate change, and to guide policies and actions.

Sustainable nutrition and food security are top priority on the global agenda and key

theme within the announced United Nations Sustainable Development Goals (UN, 2015).

Prediction done by the United Nations’ Food and Agriculture Organization says that 9.1 billion
people will need to be fed by 2050 and the world will need to produce 70% more food to feed all

of the world’s incoming population. Sara Menker – Gro Intelligence founder and chief executive

– stated that previous calculations about food supply have focused on mass and weight, not

nutritional value (which is critical for human health and need) – and this is where things become

problematic (News AU, 2017). She also believes that 2023 will be the year of the crossover point

when we will no longer be able to produce enough food to feed a growing population (Dahir,

2017).

Rapid Population Growth

Due to increasing population and effects of climate change, the demand on food and

water resources for human consumption in different parts of the world are affected. In a research,

seven (7) out of ten (10) people suffer from chronic hunger. The different agricultural policies,

fluctuating prices of foods and commodities (like meat and grain), and economic development,

especially population trends, affects the food security. In most countries with high population

number, they continue to struggle in meeting the nutritional needs of the people. (Population

Action International, 2012).

Thomas Malthus, a famous economist was able to address the issue of food scarcity and

developed hypothesis that as the world’s population continue to in increase, the Earth’s capacity

to sustain its resources will decrease in the future. Neo-Malthusians scholars hypothesize that

increasing population will lower the agricultural productions. Asian countries have more of the

usage of agricultural production as they were using more fertilizers and genetically-modified

crops and products. (Food Security and Population Growth in the 21st Century, (n.d.))
 One social factor that causes food shortage is the rapid population growth. The increase

in population is higher than the increase in food production. People are consuming more than

they can produce which promotes decrease in food stock and increase in food prices because of

high demand and low supply (ACC, 2008).

According to Kamdor (2007), the growing population has resulted to conversion of

agricultural land to land for human usage and effectively decreasing agricultural production.

Population pressure has affected agricultural lands due to overgrazing and deforestation, at the

same time lowering its size and fertility because of soil erosion.

Overcrowding of population in a given place results in urbanization of previously rich

agricultural fields. As population grows, more people will likely be poverty-stricken especially in

third world countries. Agricultural development plays a key role in generating the incomes

needed to ensure food security since agriculture is the dominant sector in most rural areas in

different countries before these rural areas gradually change due to increase in population. A

range of policies can improve the opportunities of poor households, both within and outside

agriculture. Improvements in education and primary health care can strengthen income growth in

poor areas to help their livelihood.

Forest fragmentation directly affects the food production due to the increasing demand of

human population to have sufficient housing. These forests are cut down and converted to small

land farms to provide more jobs to the communities living, especially to women and children

who tend crops. As a result of rapid population growth, inappropriate farming practices are done

and in effect, agricultural and forest soils are eroded and impoverished. It also reduces

vegetation, increase and improper usage of agrochemicals, and improper and mishandled water
resource management, thus resulting to severe land degradation. (FAO Corporate Document

Recovery, n.d.)

Most of the farming is done by smallholders, and in a context of higher food prices, there

are better opportunities for smallholder farmers to develop commercially viable operations than

there have been for many years. Yet the realisation of those opportunities by some smallholders

will result in others moving out of agriculture into new, ultimately more remunerative, activities.

Production

Food Production is one of the keys needed in order to ensure a population’s survival; an

abundant harvest would equate to rich lands and ensure there is enough to feed every mouth and

earn enough money to support a family. However, this is not the case for some areas around the

world. There are outside forces tampering and destroying the areas where the process of food

production is done and this tampering causes food shortage or decrease of food production.

“There are many reasons why people cannot grow or buy enough food to feed their families.

Most of the reasons are caused by a combination of the issues below. A hunger crisis develops

when families experience these stresses for several years and run out of ways to cope, and

governments and aid agencies fail to intervene.” (BRI, 2014)

The causes for the decrease in food production is separated into two categories:

Biological and Anthropogenic. Diseases and Strong natural disasters caused by climate change

are one of the leading causes of food shortage around the world as it destroys the farm lands as

well as the crops planted within it. It would either be eaten or contaminated with bacteria from
pests or biological stressors who destroy the crops or degrade its quality by consuming it for

energy or making it into their habitat.

Anthropogenic causes or man-made causes are have more effect and damage than the

biological causes. An example of this is conflict. In war stricken areas, it is assumed that one

way or another houses, infrastructure, and even farms will be destroyed at any time. This

destruction destroys the crops planted and possibly the people who tend to them. The lack of

manpower and the ever degrading quality of goods either from damage or poisonous chemicals

will cause less good food to be produced or created for consumable use. Next is poverty ​–

farming is not a well-paid job and the lack of money equates to the lack of resources needed to

maintain the standard amount of food needed for a certain population. Another cause is the land

and water control. Control over these resources can make or break the production of food if used

properly or improperly.

In order to avoid the negative effects of these causes, it would be best to carefully plan

out everything before the plantation begins and lecture the farmers on how to properly take care

of their goods. It is also best that the government lends a helping hand before the problem has a

chance to break out and grow in size and not when the problem is in an all-time high. It is also

good to maintain peace with other populations to ensure proper food production.
Climate Change

Food is one of society’s key sensitivities to climate. A year of not enough or too much

rainfall, a hot spell, or cold snap at the wrong time, or extremes, like flooding and storms, can

have a significant effect on local crop yields and livestock production (Clark, 2012).

Major shifts in food production will be brought about by changes in the world climate. In

general, food crops are sensitive to climate change. Such change, which affects soil temperature

and moisture levels, also determines the vitality of both beneficial organisms and pests

(Pimentel, 1993). While climate change will have global impacts on agriculture, regional

variations will be significant. Of course, various regions and territories will react differently to

change in physical and biological factors. These include temperature, rainfall, soil structure and

fertility, and biological stressors (disease, insects, animals, weeds).

All of these mentioned have certain effects on food production. Reduced yields or

productivity of crops (when a crop is flowering or fruiting, it is extremely sensitive to changes in

temperature and moisture) and livestock, including milk yields decline because of high

temperatures and drought-related stress. Increased irrigation is an issue as well -- regions of the

world that depend on rain-fed agriculture may possibly require irrigation, which may bring

higher costs, along with accessibility problems to water. Delay in planting and harvesting may

ensue due to the shifting seasonal rain patterns and more severe precipitation events (and even

flooding). Arability (area fit for growing of crops) is decreased due to prime growing

temperatures since they may shift to higher latitudes, where soil and nutrients may not as be

suitable for producing crops, which leaves lower-latitude areas less productive, overall. Climate

change may also bring about more pests since insects and other plant pests may survive or even
reproduce more in a year if natural selection is disrupted and there are no cold winters to keep

them in check. They may become immune to certain weather conditions and may invade regions

as temperature and humidity conditions change. Commercial fisheries are also affected since

shift in abundance and type of fish and other seafood bought by warmer waters will pose threats

to human consumption (i.e., increased risk of infectious diseases, ocean acidification, etc.) But, it

must be taken into consideration that some nations that lose arable land and critical fisheries

possibly do not have the resources or the climate to pursue cost-effective and cost-efficient

approaches and options for maintaining food security and they are also more vulnerable to

unfavorable international trade agreements and regional strife that may interrupt food

distribution (Climate Hot Map, n.d.). The UN archive for food shortage reported that, “...the

causes of food shortage are in no way limited to physical and biological factors affecting

production. Sociocultural factors include the organization of land and labour use as well as

dietary preferences. Political-economic factors involve world markets and government policies

to modernize agriculture and increase foreign exchange.” Social and cultural factors include land

and water control, labor, and dietary preferences. While political and economical factors include

insufficient incentives for food production, cash-crop versus food-crop promotions, price caps on

food crops, opportunity costs and food production, taxation policies, trade and import

constraints, and structural adjustments.

Some solutions for these issues include soil and water conservation, improving crop

varieties since some crops have greater tolerance for more moisture stress than others. Crop

rotations are also ideal since it would substantially reduce soil erosion and water runoff, and

improve control of biological stressors indicated beforehand. Albeit improved pest control may
be considered, it is still a 50/50 take on the situation since there are still ongoing debates on the

effects of most pest control on food and human health. Moreover, food production itself is a

significant emitter of greenhouse gases, as well as a cause of environmental degradation in many

parts of the world. Agriculture contributes about 15% of all emissions, on a par with transport.

When land conversion and the wider food system are taken into account the total contribution of

food may be as high as 30%. This means that to limit the long-run impacts of climate change,

food production must become not only more resilient to climate but also more sustainable and

low-carbon itself (Clark, 2012).

The future course of global food production will depend on how well societies can adapt

to such climatic changes. On top of adapting to climate change, farmers will also face new

demands to to meet changing nutrition standards, while at the same time reducing environmental

impact of their activities. Individual farmers can do their part, but the lasting solution, the UN

Food and Agriculture Organization (FAO) – the world’s leading agriculture organization –

officials say, will come from governments. “There are a number of compounding factors that

come together," says Vos, the director of agricultural economics for FAO. "If those factors can

be addressed all together, they can drive big changes for everyone" (Stone, 2016)​.

Sustainability

According to Our Common Future: Report of the World Commission on Environment

and Development (1987), sustainability is viewed as multidimensional concept. It consists of two

dimensions ​– ​a temporal and social dimension. The temporal dimension is mainly related to

environmental issues and trade-offs are between the present and future. On the other hand, the
social dimension involves consumers and other aspects. Ethical issues are under this dimension.

Combining all the pillars of sustainability, FAO (2014) also states that it is multidimensional.

​Sustainability does not refer solely to the environment, but also to the quality of the

environment and the welfare of the people as well (Viola & Marinelli, 2016). In the third edition

of Introduction to Sustainable Development, Elliot (2012) describes the concept of sustainability

as the linking bridge to the environment and development.

According to FAO in 2010, “sustainable diets are those diets with low environmental

impacts which contribute to food and nutrition security and to healthy life for present and future

generations. Sustainable diets are protective and respectful of biodiversity and ecosystems,

culturally acceptable, accessible, economically fair and affordable; nutritionally adequate, safe

and healthy; while optimizing natural and human resources.”

Organic Consumption

The early popularity of organic consumption first bloomed in developing countries and is

still getting acceptance in developing ones. Only about one-third of the world’s organically

managed land is found in developing countries (Yadav & Pathak, 2016). Some of the most

important and known motivations for organic consumption are health and nutritional concerns,

as stated by Goetzke, Nitzko, & Spiller (2014). Utilitarian and hedonic attitudes also play an

important role in organic purchase or consumption (Lee & Yun, 2015). Magnusson, Arvola,

Hursti, Aberg, and Sjoden (2003) came to the conclusion that egoistic motives in organic

consumption are more important than altruistic motives.

 In the recent years, United Nations (UN) and the Food and Agriculture had pushed for a

healthy and sustainable change in the diets of people. With the recent changes in the past few

years, the organic market in European countries experienced a 10% increase (Padel, Schaack, &

Willer, 2009; Willer, 2010). In line with this, the amount of people who practiced organic

consumption also increased.

Organic Farming

Organic Farming is one the fastest growing agricultural sectors globally. Although

according to Willer and Lernoud (2015), it only accounts for 1% of the world’s agricultural land.

Organic farming system is statute law in most countries in terms of its management practice. One

of the main drivers of organic farming is fueled by consumer demand. The concept of organic

farming did not come about until the 1980’s, where environmental and health concerns regarding

certain chemicals present in food emerged. Addressing problems caused by industrial and

conventional agriculture in terms of improving aspects in the food and farming systems are

raising concerns of policy makers, consumers, environmental campaigners, growers, and farmers

as to whether or not organic agriculture can undertake the former. (Litterick & Watson, 2003)

Agricultural industries’ changing public perceptions and current financial pressures are

like to be associated with interest growth and activity. According to Polat (2015), practicing and

mastering organic farming in accordance with the Organic Farming Regulation and Rules can

most effectively be achieved by training. Organic farming training progressed along with the

development of organic farming in the world. Training becomes crucial in organic farming as it
does in many other areas. Organic farming should continuously be subject to research and

development as it offers nature-friendly production (as it is a part of natural life).

Organic farming is defined as the practice of sustaining soil health, people, and the

ecosystem. It duly leans on biodiversity, cycles, and ecological processes adapted to local

conditions. (IFOAM, 2005) Organic Farming abstains the use of pesticides, artificial fertilizers,

and genetically modified `crops. It encourages the upkeep of soil health and fertility, sustainment

of natural and agricultural biodiversity, as well as congeniality with the natural cycles. As stated

by (Arnhold , et al., 2014), Environmentally friendly farming systems rely on the minimization

of chemical use, such as herbicides and pesticides, and can therefore play an important role in

erosion control. Especially for row crops, the percentage of ground cover can be altered by weed

growth, which could provide additional soil protection on organic farmland.

Methodology

1. Subject of the Study

Consumers participating in an organic food system shall be the respondents in local

health food stores (e.g. Healthy Options) or any individual that participates in a sustainable

organic food system. Subjects for the latter may be sourced online or through snowball effect.

2. Data Gathering

2.1. Survey
 A survey will be conducted to the individuals who participate in an organic food

system. The researchers will incorporate various questions related to the field of food

sustainability from existing research like “Organic farming and sustainability in food

choices: an analysis of consumer preference in Southern Italy” by Annunziata and

Vecchio, 2016, “Eating ‘Green’: Motivations Behind Organic Food Consumption in

Australia” by Lockie, Lyons, Lawrence, and Mummery, 2002, and “Sustainable

Consumption: Sacrificing for the Future” by Quoquab, and Mohammad, 2015.

The survey forms will be given to various chosen sites retailing organic produce

or products with the intention of leaving the aforesaid forms in the stores with their

permission. The intention is to target the establishment’s consumers, who are the main

subjects of the study.

2.2. Interview

A qualitative approach, using a semi-structured interview format is to be utilized

as this method allows in-depth inquisition, flexible attainment of information and

opportunities for follow-up queries and elaboration based on the informants’ individual

knowledge and experience regarding the issue. The researchers will conduct face-to-face

and/or telephone Key Informant Interviews (KII) through credible people objectively to

owners of organic farms or establishments (​give examples​) and to knowledgeable

individuals within relevant government organizations (e.g. Department of Agriculture,

Department of Environment & Natural Resources, etc.) and Non-government

organizations (e.g. Action Against Hunger, Go Organic Philippines, National Organic

Agriculture Program etc.)

3. Data Analysis

The data acquired in the survey will undergo simple statistical analysis wherein

the mean of each statement will be calculated. Thereafter, the mean for each category

will also be obtained so as to determine the highest average of the five categories to see

which one dominates. The obtained value shall be subjected to IBS SPSS statistical

software so as to determine the validity of the data.

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SURVEY

Name (optional):_______________________________________ Age: _______

Gender: _________ Educational Attainment: ___________________________

Monthly Income: __ less than 15,000 Php __ 75,000 Php - 95,000 Php
__ 15,000 Php -x 35,000 Php __ 95,000 Php - 115,000 Php
__ 35,000 Php - 55,000 Php __ more than 115,000 Php
__ 55,000 Php - 75,000 Php

Duration of Practice in terms of buying organic food: (e.g. 1 month, 1 year, etc.)
________________________________________________
How frequent do you buy organic produce? (e.g. daily, once a week, etc.)
________________________________________________

Scale: Degree of Importance

(Very important, Important, Minimally Important)

1 – not important
2 – Slightly important
3 – Somewhat important
4 – Moderately important
5 – Extremely important

1. Environment
Is obtained in an environmentally friendly way 1 2 3 4 5
Is produced in a way that respect the biodiversity 1 2 3 4 5
Is grown using sustainable agricultural practices 1 2 3 4 5
Is packaged in an environmentally friendly way 1 2 3 4 5
Is produced reducing the amount of food waste 1 2 3 4 5
Is grown locally to reduce transportation 1 2 3 4 5

2. Food Safety
Is produced without the use of pesticides 1 2 3 4 5
Is produced in an uncontaminated environment 1 2 3 4 5
Certified free of chemical and hormone residues 1 2 3 4 5

3. Health & Fitness

Keeps me healthy 1 2 3 4 5
Provides enough energy 1 2 3 4 5
Does not compromise my exercise goals 1 2 3 4 5
 Intrinsically fulfilling 1 2 3 4 5
Helps me control my weight 1 2 3 4 5

4. Ethical Issues
Is produced in full respect of human rights 1 2 3 4 5
Is sold at a fair price for the producer 1 2 3 4 5
Is made without exploiting women or children 1 2 3 4 5
Is respecting animals' rights. 1 2 3 4 5

5. Origin of product
Is locally produced to support local farmers 1 2 3 4 5
Is locally produced to support local agriculture 1 2 3 4 5
Is good value for money 1 2 3 4 5
Is as unprocessed as possible 1 2 3 4 5
Is prepared in a way that preserves its natural 1 2 3 4 5
goodness

What do you think inhibits other people from participating in this lifestyle?
Check all that apply:
_ Lack of Knowledge
_ Apathy
_ Cost
_ Availability
_ Accessibility
Others: ______________

Do you have any additional information you would like to share about choosing this lifestyle?

_________________________________________________________________________
SURVEY

Name (optional): Age: Gender:

Educational Attainment:

Monthly Income: __ less than 15,000 Php __ 75,000 Php - 95,000 Php
__ 15,000 Php - 35,000 Php __ 95,000 Php - 115,000 Php
__ 35,000 Php - 55,000 Php __ more than 115,000 Php
__ 55,000 Php - 75,000 Php

Duration of Practice in terms of buying organic food: (e.g. 1 month, 1 year, etc.)
__________________________________
How frequent do you buy organic produce? (e.g. daily, once a week, etc.)
__________________________________

Scale: Degree of Importance

Extremely Important -1
Moderately Important- 4
Important - 2
Slightly Important- 5
Somewhat important - 3

1. Environment
Is obtained in an environmentally friendly way 1 2 3 4 5
Is produced in a way that respect the biodiversity 1 2 3 4 5
Is grown using sustainable agricultural practices 1 2 3 4 5
Is packaged in an environmentally friendly way 1 2 3 4 5
Is produced reducing the amount of food waste 1 2 3 4 5
Is grown locally to reduce transportation 1 2 3 4 5

2. Food Safety
Is produced without the use of pesticides 1 2 3 4 5
Is produced in an uncontaminated environment 1 2 3 4 5
Certified free of chemical and hormone residues 1 2 3 4 5

3. Health & Fitness

Keeps me healthy 1 2 3 4 5
Provides enough energy 1 2 3 4 5
Does not compromise my exercise goals 1 2 3 4 5
Intrinsically fulfilling 1 2 3 4 5
Helps me control my weight 1 2 3 4 5
 4. Ethical Issues
Is produced in full respect of human rights 1 2 3 4 5
Is sold at a fair price for the producer 1 2 3 4 5
Is made without exploiting women or children 1 2 3 4 5
Is respecting animals' rights. 1 2 3 4 5

5. Origin of Product
Is locally produced to support local farmers 1 2 3 4 5
Is locally produced to support local agriculture 1 2 3 4 5
Is good value for money 1 2 3 4 5
Is as unprocessed as possible 1 2 3 4 5
Is prepared in a way that preserves its natural 1 2 3 4 5
goodness

What do you think inhibits other people from participating in this lifestyle?
Check all that apply:
_ Lack of Knowledge
_ Apathy
_ Cost
_ Availability
_ Accessibility
Other: ______________

Do you have any additional information you would like to share about choosing this lifestyle?

_________________________________________________________________________