Parents’ preferences for a plant-based game: shifting to sustainable healthy diets

Abstract

Some of the major issues of this century are environmental damage, availability of resources and health concerns, especially, obesity. From this perspective, consumers can make a difference depending on their eating behavior and their consciousness to minimize food waste. One way to make children more aware of the environment and induce them to eat healthier food in the future might is the introduction of educational games made by food waste through which they learn by playing the importance of the environment and the impact of their health of food they eat. In this study we investigated the parent’s behavior and how much they are willing to pay for a kind of food products with educational and eating scope. The sample was set at 300 individuals and a hypothetical choice experiment was used to estimate parent´s preferences for different alternative of game food product. The results indicate that preferences´ parents are in line with the European strategy “From farm to fork” where it is recommended moving to a more plant-based diet in order to reduce life-threatening diseases, and also environmental impact of the food system. Parents are willing to pay more for the product with the book with healthy eating habits.