D3.1 Selection of interventions for SFS based on behavioural research on consumers and farmers_final_v1.0

This deliverable examines the behavioural dynamics underpinning the transition to sustainable food systems (SFS) in Europe, with a dual focus on farmers and consumers. It investigates systemic and behavioural barriers and proposes interventions informed by theoretical frameworks, including the Theory of Planned Behaviour (TPB), the Transtheoretical Model (TTM), and the RESET model. Drawing on extensive surveys and behavioural experiments conducted across diverse European contexts, the report provides an evidence-based exploration of readiness for SFS interventions. For farmers, the findings suggest that emotional, normative, and practical factors are associated with intentions to adopt sustainable practices. Positive emotional engagement was observed in case studies such as regenerative farming in Serbia and protein autonomy in French livestock systems. Personal norms appeared to coincide with intentions to promote biodiversity in Switzerland. The report recommends interventions such as demonstration farms, peer-to-peer learning, and educational campaigns, which may align with these behavioural patterns. Practical measures, including financial incentives and streamlined administrative processes, are posited to enhance perceived behavioural control, which could support the adoption of sustainable practices. For consumers, the survey findings indicate that attitudes and perceived behavioural control are key correlates of sustainable food purchasing intentions. Consumers who viewed sustainable options as beneficial and accessible reported higher intentions to engage in sustainable purchasing. Interventions such as subsidies, clear labelling, and public awareness campaigns are suggested as strategies that could facilitate sustainable choices. The results also highlight regional and cultural variations, with lower purchasing intentions reported in countries such as the UK and Italy. These variations point to the importance of context-sensitive approaches to intervention design. The acceptability of proposed interventions varied, with supportive and empowering measures generally viewed more favourably than punitive approaches. Financial assistance, education, and collaborative initiatives were associated with higher levels of acceptability, while measures perceived as coercive, such as increased taxation, tended to receive lower acceptance. These findings emphasise the significance of designing interventions that resonate with stakeholder values and preferences, thereby fostering engagement and voluntary participation. The report underscores the need for an integrated and context-specific approach to achieving sustainable European farming systems. Reducing structural barriers for farmers through accessible resources and supportive networks may facilitate behavioural changes. For consumers, a combination of educational initiatives and economic incentives could promote sustainable purchasing behaviours. Importantly, aligning production and consumption strategies is posited as a key pathway for fostering synergies between these domains. The report calls for adaptive, iterative policymaking that incorporates behavioural insights and stakeholder input, ensuring that interventions remain relevant and effective in diverse socio-economic and cultural contexts. This approach not only supports environmental sustainability but also contributes to the socio-economic resilience of farming communities and consumer engagement across Europe.