It’s been four years since Al Gore’s groundbreaking global warming documentary, An Inconvenient Truth, debuted and re-energized the environmental movement for the 21st century. But in the last several years, being green hasn’t stopped at climate change. With the release of food-focused books and films including The Omivore’s Dilemma and Food, Inc., the proliferation of local farmers markets, and the ubiquity of organic foods in mainstream retail, sustainable eating has become top-of-mind for mil…

Figure 1. Green Purchases by Claim.“I regularly/sometimes purchased food and/or drink making this claim in the past month.” From Mintel International.

Figure 3. Purchase Motivators.

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