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TL;DR
The central finding was that consumers were generally positive about circular eating provided food safety and affordability concerns were addressed through industry transparency.
Foods · 4 authors, 2 centres
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The central finding was that consumers were generally positive about circular eating provided food safety and affordability concerns were addressed through industry transparency.
Online semi-structured interviews were analyzed using thematic analysis managed by NVivo 12. Two overarching themes emerged: food choice motives and awareness of food waste, both influencing participants' knowledge of and potential adoption of sustainable diets. Most participants were positively disposed toward circular eating provided food safety and affordability were ensured through industry transparency. The authors noted several limitations: the small sample size limits generalizability, recruitment via gatekeepers and snowball sampling likely skewed results toward participants already interested in sustainability, and most participants held degree-level or post-graduate qualifications, which has been linked to greater openness to sustainable dietary practices.