Advancing Cleaner and Responsible Food Consumption through Sustainable Diets: Consumer Evidence from Pakistan

The adoption of sustainable dietary habits has the potential to fulfill the food and nutritional requirements of individuals while safeguarding the interests of future generations. Sustainable diets aim to mitigate the growing ecological and health problems associated with unsustainable production and consumption of food. It is imperative to enhance understanding of consumer behavior regarding the adoption of sustainable diets. Therefore, this study aimed to determine the factors that shape consumer behavior in favor of sustainable diets in Pakistan. Data collected from 402 Pakistani consumers were analyzed using PLS-SEM. These findings highlight the significant role of local food engagement in developing sustainable dietary choices, particularly by fostering the consumption of locally produced and seasonal foods. Similarly, environmental food literacy had a significant positive effect on sustainable dietary choices. Affordability of sustainable food was also positively affecting individuals' dietary choices. Sustainability engagement encourages sustainable diets through the proactive engagement of communities in the advancement of regional food systems. These findings offer valuable insights for policymakers and stakeholders, underscoring the significance of environmental food literacy campaigns, providing support for local food systems, and policies aimed at enhancing food affordability to create a future that effectively balances ecological responsibility and nutrition. Responsible consumption can be strengthened by promoting affordable local and seasonal food consumption through targeted consumer literacy and supportive policies that encourage responsible and cleaner dietary choices.