Future Vision of Thai Consumers on Sustainable Food Purchasing

Abstract

               The objective of this research is to investigate Thai consumer perspectives on future sustainable food purchasing and the ways they realize those visions of the future.  Transition theory is used as a framework of this study. Four dimensions of socio-technical regime which are market, policy and regulation, culture, and technology were considered.  Three groups of consumers were recruited in the focus group discussion; green consumers, non-green consumers, and innovative consumers. The total number of focus group participants was twelve.

               The result found that three groups of consumers have different visions on future food purchasing practice. However, some similarities of their future visions on food purchasing were identified. The common future marketing visions included convenience, price reduction, and direct selling with local producers.  For policy and regulation, all consumers need effective food control system, fast response, and serious punishment for providers who sell unsustainable foods.  The common visions in terms of culture included good food selection, eat various kinds of food, and no left-over food. In terms of technology, all groups of consumers mutually needed sustainable food detector and food waste transformers. These common visions can be used as the input for the future stakeholders’ workshop aiming at the short term and long term planning to achieve this food purchasing scenario.