Thanks to the ECO-merce survey, we have defined the following groups :

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• CONSCIOUS CHOOSER

Profile: 

• Age: 31 to 40 years. ​

• Household: Living alone. ​

• Education: Master’s degree.​

• Occupation: Mixed professional background. ​

• Food budget: 50 to 100 EUR/week

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Key values : Environmental Responsibility, Social Responsibility and Community​, Ethics & Brand Values

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 “Highly values sustainability, fairness, trust, and responsibility. Actively seeks sustainable food and agri-products, even if it means accepting higher prices. The sustainability champion reads labels, supports local and ethical producers, and influences others in making sustainability-driven choices”

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• ​SUSTAINABILITY CHAMPION

Profile: 

• Age: 50 to 60 years. ​

• Household: Living with partner. ​

• Education: Master’s degree. ​

• Occupation: Professional roles (e.g., project managers). ​

• Budget. 150 to 200 EUR/week.

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Key values: Health, Lifestyle & Information, Environmental Responsibility, Ethics & Brand Values

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"Strong positive attitude towards sustainability but balances it with price and convenience. Chooses sustainable options when information is clear and accessible. Motivated by health and environmental impact.”​

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• PRAGMATIC BALANCER

Profile: 

• Age: On average 60+ years​

• Household: Living with partner. ​

• Education: Secondary education. ​

• Occupation: Often retired. ​

• Budget: 50 to 100 EUR/week

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Key values: Economic and Fairness Consideration​, Health, Lifestyle & Information, Environmental Responsibility

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“Moderately aware/interested of sustainability but decisions are mainly driven by value for money, availability, and habits. Will choose sustainable products if they are affordable, familiar, and easy to understand.”

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• COVENIENCE SEEKER

Profile: 

• Age: 18 to 30 years.​

• Household: Living with partner​

• Education: Master’s degree.​

• Occupation: Early career professionals.​

• Budget: 100 to 150 EUR/week.

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Key values: Economic and Fairness Consideration​, Health, Lifestyle & Information, Environmental Responsibility

 

“Low engagement with sustainability values. Prioritizes price, taste, and convenience. Sustainability is secondary unless it brings a direct personal benefit such as better product quality or promotions”

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• UNENGAGED CONSUMER

Profile: 

• Age: 50 to 60 years​

• Household: Families with children​

• Education: Master’s degree. ​

• Occupation: Often retired or non active.​

• Budget: 150 to 200 EUR/week.

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Key values: Economic and Fairness Consideration​, Health, Lifestyle & Information

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“Little to no awareness or interest in sustainability in food and agri-products. Decisions are driven almost entirely by price, habit, or brand familiarity. Sustainability claims have minimal to no influence.”