Vol. 14, Issue 12 (2025)

Author(s):
Jayaprasanna P and Mohamed Ashick S

Abstract:
This study proposes a multibarrier model of sustainable food consumption by examining four major constraints: price, availability, trust, and time. Garrett Ranking analysis is used to determine the relative intensity of these barriers among consumers. The findings indicate that high prices are the most influential barrier, followed by the limited availability of sustainable food products. Distrust toward organic and eco-friendly labels emerges as a key perceptual obstacle, while time limitations associated with searching for and preparing sustainable foods further discourage adoption. The model illustrates how these barriers jointly influence consumption behaviour, showing that sustainable food choices are shaped by both economic conditions and consumer perceptions. The results provide practical insights for policymakers, retailers, and marketers to design strategies that enhance affordability, improve access, strengthen label credibility, and reduce time-related challenges, thereby encouraging wider adoption of sustainable food consumption.