Dietary dilemmas: Navigating trade-offs in food choice for sustainability, health, naturalness, and price

The global discourse surrounding the food system has intensified, driven by the recognition that dietary choices play a pivotal role in achieving environmental sustainability objectives and shaping collective health patterns. Our study investigates the influence of sustainability, healthiness, naturalness, and price on consumer preferences, with the objective of determining which of these attributes may drive a shift in choices. A survey, including a Discrete Choice Experiment focussed on yoghurt, was conducted on a sample of 622 Italian and Danish consumers. The data were subjected to latent class analysis. The findings underscore the complexity of consumer decision-making. Notably, 48 % of the sample weighed sustainability, healthiness, and naturalness in their choices without making trade-offs between these attributes. In contrast, 10 % prioritised health over sustainability and naturalness, thereby demonstrating the existence of a trade-off. The remaining consumers based their decision solely on the price. The differences observed between Denmark and Italy are linked to price sensitivity. The discussion offers insights for developing strategies to promote both health and sustainability in the food market. • Choices align with the characteristics of the habitual product, even when it is unavailable. • 42 % of the sample chooses based only on price, ignoring sustainability, naturalness, and health. • 48 % of the sample value sustainability, naturalness, and health without a trade-off. • Health-driven consumers (10 %) trade-off sustainability and naturalness for health benefits. • When sustainability is prioritised, no conflict with personal health emerges.