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Consumer Behavior Research in Food: A Focus on Health, Safety, and Sustainability, 2nd Edition

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Sustainable Food".

Deadline for manuscript submissions: 31 December 2025 | Viewed by 2334

Special Issue Editors

Hospitality Management, 214B Mumford Hall, University of Missouri-Columbia, Columbia, MO 65211, USA
Interests: consumer behaviors in food and beverage; food safety in food operations; healthy food consumption; sustainable development in consumer behavior
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Guest Editor
Horst Schulze School of Hospitality Management, 238H Rane Culinary Science Center, Auburn University, 205 South College Street, Auburn, AL 36830, USA
Interests: food safety; restaurant practices and employee training; food allergies: consumers’ experience and restaurant practices; consumer decision-making for healthy foods
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

It is a great pleasure to invite you to Sustainability's Special Issue on “Consumer Behavior Research in Food: A Focus on Health, Safety, and Sustainability, 2nd Edition”.

Consumer food purchasing behaviors and consumption patterns are affected by multiple factors. According to the World Health Organization (WHO), at least 2.8 million people die each year globally due to induced chronic diseases resulting from being overweight or obese (WHO, 2021). Increased health and nutrition awareness and the prevalence of chronic diseases have prompted consumers to make food choices that take their well-being into consideration. In addition, over 400 foodborne disease (FBD) outbreaks occur in restaurant settings annually, which accounts for more than half of FBD outbreaks in the US (Angelo et al., 2017). Thus, food safety practices and preventive measures implemented by dining facilities are important to consumers when eating out, especially in the aftermath of COVID-19 (Soon et al., 2021; Wei et al., 2021). Increasingly, consumers are not only concerned about what they ingest but also about where their food is produced or grown and what impact food production and consumption have on the environment and society (Liu et al., 2022). They are also loyal to restaurants that engage in sustainable, green practices (Kim and Hall, 2020). Thus, sustainability is a key influencer of food decision making that cannot be ignored.

This Special Issue invites researchers to submit high-quality original research and reviews on consumer behavior from the perspectives of health, safety, and sustainability. Ultimately, the empirical findings of the published studies will enlighten readers about the current paradox of consumer behavior in relation to food. Topics of interest for this Special Issue include, but are not limited to, the following:

  • Consumers’ food choice motivations;
  • Determinants of consumer food decision making;
  • Innovation and technology applications in health, safety, and sustainability;
  • Changes in consumer food-related behaviors due to the COVID-19 pandemic;
  • Consumer behavior and marketing strategies for the sustainability movement in food.

We look forward to receiving your submissions.

References:

Angelo, K. M., Nisler, A. L., Hall, A. J., Brown, L. G., & Gould, L. H. (2017). Epidemiology of restaurant-associated foodborne disease outbreaks, United States, 1998–2013. Epidemiology & Infection145(3), 523–534.

Kim, M. J., & Hall, C. M. (2020). Can sustainable restaurant practices enhance customer loyalty? The roles of value theory and environmental concerns. Journal of Hospitality and Tourism Management, 43, 127–138.

Liu, P., Segovia, M., Tse, E. C. Y., & Nayga, R. M. (2022). Become an environmentally responsible customer by choosing low-carbon footprint products at restaurants: Integrating the elaboration likelihood model (ELM) and the theory of planned behavior (TPB). Journal of Hospitality and Tourism Management, 52, 346–355.

Soon, J. M., Vanany, I., Abdual Wahab, I. R., Hamdan, R. H., & Jamaludin, M. H. (2021). Food safety and evaluation of intention to practice safe earing out measures during CODIV-19: Cross sectional study in Indonesia and Malaysia. Food Control, 125https://doi.org/10.1016/j.foodcont.2021.107920.

Wei, C., Chen, H., & Lee, Y. M. (2021). Factors influencing customers’ dine out intention during COVID-19 reopening period: The moderating role of country-of-origin effect. International Journal of Hospitality Management, 95https://doi.org/10.1016/j.ijhm.2021.102894.

World Health Organization. (2021). Obesity. Retrieved from https://www.who.int/news-room/facts-in-pictures/detail/6-facts-on-obesity.

Dr. Pei Liu
Dr. Yee Ming Lee
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • consumer behavior
  • sustainability; food safety
  • healthy and nutritional food choices
  • food choice motivations
  • food choice decisions
  • technology

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Related Special Issue

Published Papers (2 papers)

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Research

22 pages, 8454 KiB  
Article
From Pen to Plate: How Handwritten Typeface and Narrative Perspective Shape Consumer Perceptions in Organic Food Consumption
by Xin Zhang, Mengxi Gao, Bing He, Caleb Huanyong Chen and Letian Hu
Sustainability 2025, 17(9), 3961; https://doi.org/10.3390/su17093961 - 28 Apr 2025
Viewed by 257
Abstract
With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been [...] Read more.
With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been paid to the persuasive power of typeface design on consumers’ responses. Grounded in cue utilization theory and message consistency framework, this study investigates how handwritten typefaces and narrative perspectives influence consumer responses in organic food advertising. Two experiments were conducted. Study 1 (N = 139) shows their positive effects on consumer attitudes and purchase intentions than machine-typed fonts; Study 2 (N = 206) extends these findings by revealing a significant interaction between typeface and narrative perspective, where first-person narratives amplify the positive effects of handwritten fonts. Moreover, a moderated mediation model shows that the influence of handwritten typefaces on consumer responses is sequentially mediated by perceived congruence and perceived sincerity, with the indirect effects being stronger for first-person narratives than third-person ones. The findings advance marketing theory by demonstrating how visual–semantic alignment enhances communication efficacy, especially in organic product contexts. Practically, this study proposes the strategic implementation of handwritten typography combined with the use of first-person narratives for organic food promotion. These insights hold significant implications for fostering organic consumption patterns, potentially driving environmentally conscious agriculture practices and supporting environmental sustainability efforts. Full article
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18 pages, 454 KiB  
Article
Analysis of the Importance of Food Sustainability and the Consumption of Organic and Local Products in the Spanish Population
by Elena Sandri, Agnese Broccolo and Michela Piredda
Sustainability 2025, 17(3), 991; https://doi.org/10.3390/su17030991 - 25 Jan 2025
Viewed by 1655
Abstract
This study analyzes the significance of food sustainability and the consumption of organic and local products within the Spanish population. A descriptive cross-sectional survey was conducted among 1087 Spanish adults, with data collected from December 2023 to March 2024 using the validated NutSo-HH [...] Read more.
This study analyzes the significance of food sustainability and the consumption of organic and local products within the Spanish population. A descriptive cross-sectional survey was conducted among 1087 Spanish adults, with data collected from December 2023 to March 2024 using the validated NutSo-HH questionnaire. Sociodemographic variables, dietary habits, and sustainability concerns were assessed. Traditional statistics were used to study the influence of sociodemographic variables, whereas principal component analysis (PCA) was used to identify correlations between health-related and sustainability variables. The results indicated a higher awareness of sustainability among women and middle-aged adults compared to younger individuals. Additionally, respondents with higher education levels reported a greater frequency of local product consumption. At the same time, most participants expressed moderate importance toward sustainability and fewer consistently purchased organic products. PCA revealed a positive correlation between sustainability awareness and the consumption of fruits, vegetables, and pulses while showing a negative association with the consumption of fast and ultra-processed foods. Furthermore, individuals with health-related education displayed a slightly higher preference for sustainable food options. These findings underscore the influence of sociodemographic factors on sustainable food choices, highlighting a potential role for targeted educational initiatives to promote healthier and environmentally friendly eating habits. Full article
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