A University of Portsmouth study reveals that personal values like frugality, fairness, and solidarity may influence sustainable food choices more than traditional campaigns focused on health and environmental impact.
A recent study conducted by researchers at the University of Portsmouth, published in the Food and Humanity Journal, sheds new light on the factors that influence sustainable food choices among UK adults. The investigation suggests that traditional informational campaigns centred on health, climate change, and environmental impact may not be as effective in shaping dietary habits as previously thought.
The research highlights that personal values, particularly the virtue of frugality, play a more significant role in motivating people to make sustainable food decisions. Unlike the common approach that emphasises the environmental cost of meat consumption or the carbon footprint associated with imported foods, this study points to qualities like fairness, solidarity, and a strong aversion to waste as more compelling drivers behind what individuals choose to eat.
In the study, a total of 212 adults from the UK participated in surveys designed to probe their values and attitudes regarding food sustainability. The findings revealed that frugality and values aligned with sustainable development—such as respect for nature and a sense of shared responsibility—were more accurate predictors of sustainable food motives compared to general environmental attitudes.
This perspective offers a nuanced understanding of how sustainability messages might be crafted to resonate more deeply with individuals’ core values rather than relying solely on factual information about health or ecological consequences. By tapping into virtues that are often regarded as traditional or old-fashioned, such as thriftiness and communal concern, there may be greater potential to influence eating behaviours in ways that support sustainability goals.
The Mirage News is reporting on this study, which underscores the complexity behind dietary choices and suggests that appealing to personal values could be a key strategy in promoting sustainable food consumption in the UK.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
Narrative references a recent study with no outdated elements. While publication dates are not specified here, the focus on contemporary sustainability drivers suggests relevance. Press release elements, if present via Mirage News, typically require freshness but could not be confirmed externally.
Quotes check
Score:
7
Notes:
No direct quotes provided in the narrative for verification. Findings are summarised, reducing risk of misattribution, but originality of specific claims cannot be cross-referenced without source access.
Source reliability
Score:
5
Notes:
Narrative originates from Mirage News, which lacks the editorial reputation of outlets like BBC or Reuters. The study itself appears credible (University of Portsmouth, Food and Humanity Journal), but secondary reporting introduces uncertainty.
Plausability check
Score:
9
Notes:
Claims align with existing research on value-based sustainability messaging. Methodology (212-person survey) and conclusions about frugality's role are coherent and contextually plausible.
Overall assessment
Verdict (FAIL, OPEN, PASS): OPEN
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
While the study's methodology and conclusions appear credible, reliance on secondary reporting by a less-established outlet necessitates caution. Key findings about value-driven sustainability motives are plausible but require primary source verification for full confidence.
