Two consumers’ focus group discussions were conducted for the research on future vision of Thai consumers on sustainable food consumption practice (Kanang Kantamaturapoj, Mahidol University/WG2)

FEAST HQ Report, WG2

Two workshops were set up in Bangkok on 15 July 2017 with Thai consumers to investigate consumer perspectives on future sustainable food purchasing and eating out. Transition theory is used as a framework of this study.

The development  of  novel  solutions  for  more  sustainable  food consumption  practices need the  involvement across a range of spheres, tiers and disciplines. Therefore, we intendeded to recruit a spectrum of attendees. The participants of focus group included consumers from three clusters; 1) green consumers (regular organic food consumers), 2) non-green consumers and 3) innovative consumers. Different consumer groups were exposed to different types of activities, different social perceptions norms, and different lifestyle.  Various consumer groups ensured  that  a  range  of  perspectives,  values  and  skillsets  were represented  contributing  to  idea  sharing  and  improved  output.

The participants were innovative and the focus groups discussion found very interesting findings. The shade of sustainability of these three sets of consumers was different. While green consumers would like to go back to the past and stay with nature, the innovative consumers prefered using advance technology to make their food practice more sustainable.

Last but not least, thank you to all the participants!

Note: Prof. Kanang Kantamaturapoj from Mahidol University, Thailand and her team carries out the sub-project “Future vision of consumers on sustainable food consumption practices-Thai case” under Working Group 2. With the emerging need for more systematic and future-oriented approaches to formerly conceptualize and encourage sustainable food consumption, she organizes interdisciplinary visioning focus groups on three food practices – food purchasing, eating out and home cooking – in order to explore innovative and more sustainable food practices.

(Photos: Kanang Kantamaturapoj)