New report: The Truth About Climate Friendly Eating

Revealing the Danish eating habits & perceptions on climate friendly foods.

New report: The Truth About Climate Friendly Eating | Ipsos Denmark

The author(s)

  • Laura Lassen Associate Insight Consultant
  • Helene Jensen Insight Executive
  • Khanh Nguyen Associate Insight Consultant
  • Katja Nissen Associate Insight Consultant
  • Caroline Willaume Insight Executive
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41% agrees to the statement ‘I understand which foods are climate friendly’.

Many consumers are quite confident that they understand which foods are climate friendly, and only 15% disagree to having an understanding of this.

But do they actually know?

In a new study, we asked the Danish consumers about their eating habits, perceptions on climate friendly foods and willingness for eating more plant-based. The purpose of the study was to explore consumers’ understanding of eating climate friendly as well as their current and future behavior.

The insights are gathered in the report The Truth About Climate Friendly Eating, where you'll learn about:

  • Consumers’ associations with eating climate friendly 
  • Climate friendly eating habits now and in the future 
  • Drivers and barriers for eating climate friendly 
  • How to influence consumers to eat more climate friendly.
  • How to use labels as a guidance

Feel free to reach out, if you want to know more. 

Report: The Truth About Climate Friendly Eating

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The author(s)

  • Laura Lassen Associate Insight Consultant
  • Helene Jensen Insight Executive
  • Khanh Nguyen Associate Insight Consultant
  • Katja Nissen Associate Insight Consultant
  • Caroline Willaume Insight Executive

Consumer & Shopper