Almost 60% of Brazilians consider adopting a more sustainable diet

When it comes to a sustainable diet, Brazilians and Argentines have very similar opinions. There is a high rate of possibility of adopting new eating habits in the population of these countries (59.6% on average), but the probability of this occurring is higher in Argentina, where 60% are open to adopting new eating habits, while in Brazil, the percentage is 59.2% of respondents.

However, regarding resistance to new sustainable diets, the index is significantly higher in Brazil, at 18.8% of respondents stating that they do not intend to adopt new eating habits, compared to just 8.6% in Argentina. This is what an unprecedented technical note from WWF-Brazil reveals about the differences in the willingness of Brazilians and Argentines to adopt sustainable diets.

The data is part of the technical note How to pierce the sustainable diet bubble in Brazil? elaborated based on study data Sustainable and healthy diets for the Southern Conecarried out by researchers from FGV and the City University of London, with the support of WWF-Brazil and the Fundação Vidas Silvestres da Argentina.

Brazilians are more resistant to new eating habits

There is a significant difference between Brazilians and Argentines regarding the temporal perspective in adopting sustainable diets. The option of adopting a sustainable diet in the short term is chosen by 22.2% of the total sample. Argentines show a greater inclination towards this perspective, with 30.7% considering adoption imminent, in contrast to just 13.9% of Brazilians. The medium-term perspective is mentioned by 33.2% of Argentines and 25.6% of Brazilians. This suggests that a significant number of people in both countries are considering transitioning to more sustainable diets soon.

Surprisingly, the long-term perspective is mentioned more by Brazilians: half of respondents (50.1%) said they would consider adopting a sustainable diet only in the long term, compared to 29.9% of Argentines. The percentage of those who declared that they would never adopt a sustainable diet also differs in the two countries: 6.1% of Argentines and 10.4% of Brazilians. These numbers demonstrate that resistance to dietary change is low in both countries, although it is more pronounced in Brazil.

The qualitative data of the study Sustainable and healthy diets for the Southern Cone reveal important aspects about consumers’ perception and willingness towards sustainable diets. Simply communicating the sustainable attributes of products is not enough to ensure greater appreciation of these items by consumers.

It was found that the majority of consumers who already purchase sustainable products are those with high levels of motivation for environmental issues, indicating the existence of a “bubble” in which there is a greater propensity to adopt sustainable diets.

Reflection and collective action

These findings have important implications for food companies and public policymakers. Reflection on the temporal perspectives of adherence to sustainable diets and the perception of the existence of a “bubble” of more engaged consumers can help in formulating more effective strategies to promote changes in eating habits in different segments of the population.

Luiza Soares, Conservation Analyst at WWF-Brazil highlights that promoting sustainable diets is essential to face the challenges of climate change, preserve natural resources and protect biodiversity, in addition to positively impacting public healthand that a multisectoral approach is necessary.

“We know that the challenge of breaking the sustainable diet bubble is a complex process that needs to impact people beyond the groups of those already adept and those prone to it. It is a commitment to social justice, the health of the planet and the well-being of all communities. This collective transformation is only possible with equally diverse action, carried out by actors from different sectors of society. Only together can we make a difference”, he states.