European Social Marketing Conference 2026

8. Food and the environment

20 Minute Oral Presentation

Food systems are driving planetary crises and shaping individuals’ health. This study examines whether healthier Europeans adhere more closely to the EAT-Lancet Planetary Health Diet than individuals with pre-existing conditions. Using Europe's largest cross-sectional survey, we explore how health status influences the adoption of sustainable food choices and the factors that encourage or hinder individuals from changing their behaviour to adhere to a healthier, more environmentally sustainable diet.