European Social Marketing Conference 2026

8. Food and the environment

20 Minute Oral Presentation

Why do consumers struggling with inflation often abandon their sustainable aspirations? This session challenges the traditional view of the "smart shopper" as a mere bargain hunter. Attendees will discover the three critical "tension zones", efficiency, ethical comfort, and involvement, where citizens trade off their values for convenience or price. Join us to understand how reducing the "cognitive cost" of responsible consumption can turn digital tools into levers for social marketing.