Segmentation of ecological guilt and sustainable food consumption – A European cross-country perspective

Food consumption habits are one of the most direct and active forms of consumer behaviour through which individuals impact their environment. This behaviour does not evolve in isolation; rather, it is influenced by a variety of factors, including guilt. Within the context of sustainability, ecological guilt is a particularly salient determinant. This study explores the relationship between ecological guilt and the core principles of sustainable food consumption. Eco-guilt may influence the fundamental dimensions of overconsumption, food waste, dietary composition, or recycling, although not necessarily all of them. This study aimed to develop consumer segments based on the elements of the food eco-guilt scale and describe these clusters in terms of sustainable food consumption principles and other consumer characteristics. Data were collected from a sample of 3,000 individuals in four countries and structured to reflect national population distributions across several key demographics. Cluster analysis identified two distinct segments: the ‘Guilt-Reactive’ and ‘The Uncertain’. The respondents in the ‘Guilt-Reactive’ group exhibited significantly stronger tendencies towards sustainable food-related behaviours than those in the ‘The Uncertain’ group—particularly regarding recycling, avoiding overconsumption, and reducing food waste. However, no clear commitment to dietary aspects was observed, as responses in this domain tended to be neutral rather than supportive. These findings highlight that while ecological guilt may motivate certain sustainable consumption behaviours, dietary changes, such as increasing the proportion of plant-based foods and reducing intake of highly processed, nutrient-poor products, may require motivational drivers that are stronger or of different types than eco-guilt. • Consumer groups are based on the likelihood of food-related eco-guilt. • There is a relationship between eco-guilt and sustainable food consumption. • Order of priorities are based on the principles of sustainable food consumption.