Student Name Anne Nimesha Johnpullay

Module Name Project Professional

Course BBA in International Business

Cohort

Submission Date December 2024

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Student Name Anne Nimesha Johnpullay Student #

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“CONSUMER ATTITUDES TOWARD SUSTAINABLY GROWN FOOD
PRODUCTS IN THE UAE: INSIGHTS FOR LOCAL DEVELOPMENT
AND GLOBAL EXPORT POTENTIAL”
PROJECT REPORT

Submitted to Britts Imperial University College in fulfilment of the

requirements for
the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION

By

Anne Nimesha Johnpullay June22/Bml4/3 Yr/T2373

Under the Guidance of

Mrs. Ananthalakshmi Mahadevan
PROFESSOR

December - 2024

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 Acknowledgement

Completion of my research project on "Consumer Attitudes Toward Sustainably Grown Food

Products in the UAE" would not have been possible without the generous support and
contributions of several individuals.

First and foremost, I am very grateful to everyone who participated in this study. Their valuable
input was crucial for its success, and their willingness to provide honest feedback and
perspectives greatly influenced the research.

I'd also like to thank Britts Imperial University College for their resources and support in
facilitating this research.

I would especially like to thank Mrs. Ananthalakshmi Mahadevan, whose advice, valuable
feedback, and constant encouragement greatly impacted the quality and direction of this work.
Her expertise and constructive feedback have been invaluable throughout the entire process.

Gratitude is also extended to everyone who has contributed to this project, both directly and
indirectly. Every act of support and encouragement has been greatly appreciated.

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Table of Contents

I. Introduction
I.1) Background Study
I.2) Research Aim
I.3) Research Questions
I.4) Significance of the Study
I.5) Limitations of Your Study

II. Literature Review

II.1) Concepts
II.2) Theories
II.3) Recent Research

III. Research Methodology

3.1) Research Design
3.2) Research Method
3.3) Sampling Design and Method
3.4) Data Analysis
3.5) Ethical Concerns

IV. Data Analysis and Interpretation

V. Findings and Conclusions

VI. Bibliography and References

Appendix
I. Copy of Questionnaire
II. Master Chart of Data Collected

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Table of Figures:

Figure 1 Gender ....................................................................................................................... 21

Figure 2 Age ............................................................................................................................ 21
Figure 3 Education Qualification ............................................................................................. 22
Figure 4 Monthly Household Income (AED) .......................................................................... 22
Figure 5 Marital status ............................................................................................................. 23
Figure 6 Location (UAE) ........................................................................................................ 23
Figure 7 I actively seek out information about the health benefits of the food I consume. ..... 24
Figure 8 I prioritize buying food products that are known for their health benefits. ............... 24
Figure 9 I believe that sustainably grown food products are healthier than conventionally
grown ones. .............................................................................................................................. 25
Figure 10 I am aware of the environmental impact of my food choices. ................................ 25
Figure 11 I prefer to purchase food products that are environmentally friendly. ................... 26
Figure 12 I believe that buying sustainably grown food products helps in reducing
environmental degradation....................................................................................................... 26
Figure 13 I trust food products that are certified by recognized sustainability standards. ...... 27
Figure 14 Certification labels on food products influence my purchasing decisions. ............. 27
Figure 15The presence of certification labels makes me confident in the quality of a food
product. .................................................................................................................................... 28
Figure 16 I am willing to pay a higher price for sustainably grown food products. ................ 28
Figure 17 The price of food products significantly influences my purchasing decisions. ...... 29
Figure 18 I would buy sustainably grown food products more often if they were more
affordable. ................................................................................................................................ 29
Figure 19 My friends and family influence my decision to purchase sustainably grown food
products. ................................................................................................................................... 30
Figure 20 I am more likely to buy sustainably grown food products if I see others around me
doing so. ................................................................................................................................... 30
Figure 21 Social media and advertisements impact my attitude towards sustainably grown
food products. .......................................................................................................................... 31
Figure 22 I intend to buy sustainably grown food products more frequently in the future. .... 31
Figure 23 I am likely to recommend sustainably grown food products to others.................... 32
Figure 24 I purchase sustainably grown food products over conventionally grown ones. ...... 32
Figure 25 I am satisfied with the availability of sustainably grown food products in the UAE.
.................................................................................................................................................. 33
Figure 26 I support initiatives that promote sustainably grown food products. ...................... 33

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Abstract

The purpose of this research is to "understand consumer attitudes toward sustainably grown
food products in the UAE." It focuses on the major factors that influence purchasing decisions.
These variables include health consciousness, environmental awareness, trust and
certification, price sensitivity, and social influence.

Using a descriptive research design, the study examined these factors' influence on purchase
intention as the dependent variable. Primary data was collected through structured surveys
distributed to 87 participants through convenience sampling.

Significant correlations between the determinants and consumer purchase intentions were
found through data analysis using Google Forms and pie charts, which serve as a visual
representation of the collected data with each slice representing a distinct category. The
findings showed that environmental awareness and health consciousness were strong
motivators, but price sensitivity was a significant barrier.

Resolving present issues like high prices and limited supply can significantly affect consumers'
attitudes toward buying sustainably grown food products. The study's insights provide
stakeholders with beneficial guidance on how to improve the accessibility and appeal of
sustainably grown food products in the United Arab Emirates.

Keywords: Consumer attitudes, sustainably grown food, UAE, purchase intention,

environmental awareness.

I. Introduction:

In recent years, consumer interest in sustainably grown food products has seen
significant growth worldwide. This trend, driven by awareness of environmental issues,
health consciousness, and ethical concerns, is becoming prominent in the United Arab
Emirates. The UAE is a unique case due to its rapid economic growth, high purchasing
power, and government policies promoting sustainability. (Sagar, 2024)

I.1. Background study:

The UAE, recognized for having vast petroleum reserves, is prioritizing sustainability
in food and agriculture. Despite the desert environment and oil-centric economy,
agriculture holds significant importance. (Trollinger, 2023) During the Alltech ONE
Dubai conference, Sheikh Dr. Majid Al Qassimi emphasized the need for resilient food
systems to withstand unforeseen events. This commitment was further emphasized

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 during the 2023 United Nations Climate Change Conference (COP28), where food
systems was a central theme. (Trollinger, 2023)

The UAE government has launched several programs to support sustainable

agriculture. Improving food security and addressing climate change challenges are
important tasks for the Ministry of Climate Change and Environment. Initiatives like
Food Loss and Waste Initiative (ne ’ma), launched in 2022, aims to reduce food waste
by 50% by 2030. Resulting in food waste redirected back into the food system instead
of ending up in landfills. (Trollinger, 2023)

UAE also collaborates internationally to advance sustainable agriculture. Through

investments in climate-smart agriculture and food systems innovation, the Agriculture
Innovation Mission for Climate (AIM), a collaborative effort with the US that was
launched at COP26, aims to address global hunger and climate change. (Trollinger,
2023)

According to Bain & Company study, 64% of GCC consumers have high level of
concern for sustainability, with Baby Boomers and Generation Z showing the greatest
level of awareness. This demand spans across industries, like food and beverage, where
customers Favor more locally sourced, organic, and plant-based products. (Sagar, 2024)
Major supermarkets in the UAE are creating aisles dedicated to organic products in
response to this growing demand. (Letsorganic, 2023)

The food sector cannot advance sustainability unless consumer and governmental
priorities are in line. Initiatives like food and ag-tech parks, shows the UAE’s
commitment to integrating innovation and technology into agriculture. These parks
facilitate collaboration between producers, technologists, and policymakers to address
the country's agricultural challenges. (Trollinger, 2023)

I.2. Research problem:

This research study aims to fill the gap in existing literature by focusing on consumer
attitudes towards sustainably grown food products in the UAE. By analysing key
determinants such as health consciousness, environmental awareness, trust and
certification, price sensitivity, and social influence, with purchase intention as the
dependent variable, this research seeks to provide insights for local development and
global export potential. (Basha, et al., 2021)

The existing literature lacks comprehensive studies that address consumer attitudes
toward sustainably grown food products in the UAE. This region is characterized by
unique socio-economic factors and a significant reliance on food imports, driven by its
climatic conditions. (Hildebrandt, et al., 2021)
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 (Hildebrandt, et al., 2021) discovered a significant gap between consumer behaviour
and awareness levels. Although many consumers show a desire to embrace sustainable
practices, they encounter barriers such as high costs, limited availability of eco-friendly
products, and insufficient infrastructure. This gap highlights the importance of research
like ours, which aims to explore in detail consumer attitudes and behaviours concerning
sustainably grown food products. (Vermeir & Verbeke, 2006)

I.3. Research Questions

1. How does an individual's concern for their health influence their attitudes towards
sustainably grown food products in the UAE?
2. How significantly does environmental awareness influence the purchase intention
of sustainably grown food products among consumers in the UAE?
3. How do trust and certification impact consumer confidence in sustainably grown
food products in the UAE?
4. How does the level of price sensitivity affect a consumer's willingness to buy
sustainably grown food products in the UAE?
5. How does social influence impact consumer attitudes toward sustainably grown
food products in the UAE?

I.4. Significance of the study:

This study holds significant implications for a variety of stakeholders:

Local Farmers and Agribusinesses: Understanding consumer preferences helps local

producers adapt techniques and marketing strategies to meet the demand for sustainable
food products, increasing profitability and market share. (Reed & Lausevic, 2020)

Government and Policy Makers: Findings can guide programs and policies that
support sustainable agriculture. Policymakers can design initiatives that promote eco-
friendly farming methods and reduce food waste. (Khaleeli & Jawabri, 2021)

International Exporters and Trade Partners: Findings can guide to better position
their products in the market. Exporters can improve their market entry strategies and
product offerings by comprehending the unique preferences and concerns of UAE
consumers. (Reed & Lausevic, 2020)

Supermarkets and Retailers: Retailers can align their product categories with
consumer demand for sustainable food options to enhance customer satisfaction,
loyalty, and sales. (Reed & Lausevic, 2020)

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 Consumers: Increased availability of sustainable food products benefits consumers by
aligning with their environmental and health values. This study can also raise awareness
of sustainable consumption benefits. (Reed & Lausevic, 2020)

Researchers and Academics: This research adds to the academic understanding of

sustainable consumption in the UAE, providing a foundation for future studies in
similar regions. (Khaleeli & Jawabri, 2021)

I.5) Limitations of the study:

1. Time & Flexibility: The limited timeframe restricts data collection depth and
analysis, could lead to potentially overlooking nuanced consumer attitudes. (Drew,
2023)

2. Location: The research focuses on the UAE, so its results might not apply to other
places due to their different social, economic, and cultural backgrounds. (Drew, 2023)

3. Demographics and Sample Size: Small sample size may not represent the UAE’s
diverse demographics accurately which include a range of age groups, income levels,
and cultural backgrounds. (Abbadia, 2022)

4. Absence of Previous Studies: There is a significant gap in comprehensive research

on this topic, particularly within the UAE. This presents a challenge in comparing
findings and placing the results within the context of existing literature. (Abbadia,
2022)

5. Limited Scope: The focus on specific determinants may overlook other significant
factors influencing consumer behaviour. (Drew, 2023)

6. Participation Challenges: Obtaining participation from a representative sample of

consumers can be a challenge. Issues such as non-responsiveness or difficulty in
recruiting participants can introduce biases into the data limiting the quality. (Drew,
2023)

7. Over-Simplification: Focusing narrowly on certain determinants risks

oversimplifying complex consumer behaviors and attitudes. (Drew, 2023)

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II. Literature Review:

II.1. Concepts:

1. Sustainably Grown Food Products: According to (Çakmakçı, et al., 2023)

Sustainably grown food products are cultivated using practices that protect the
environment, efficient use of resources, and support the well-being of farming
communities. (Alfaro, 2023) states that the goal of sustainable food production is to
strike a balance between the need for food now and the ability to feed future
generations. This involves conserving water, cutting back on greenhouse gas emissions,
and minimizing adverse environmental effects. The agriculture industry, which uses
70% of the planet’s freshwater, must adapt to meet the growing global population's
demands without worsening resource scarcity.

Sustainable practices prioritize the health of the soil, minimize food waste, and uphold
social justice by supporting farmers' livelihoods and fostering fair food systems.
Through community development, policy, and education, organizations like FoodTank
and the Sustainable Food Trust advocate these changes. (Alfaro, 2023).

2. Health Consciousness: The awareness and proactive behaviour individuals display

to maintain and improve their health is referred to as health consciousness. It includes
the tendency to value personal health, participate in activities promoting physical well-
being and make informed dietary choices. (Iqbal, et al., 2021) Consumers who are
concerned about their health, who are primarily from Generations Y and Z, give priority
to foods that are beneficial for them and frequently stay away of unhealthy options like
junk food and sugary drinks. This consumer group is well-informed and bases their
dietary decisions on a wealth of research and technological tools.

They are frequently prepared to pay more for products that support their values and
health objectives. (Sarkar, et al., 2023) identify this group of consumers as self-
realization, ethical, scientific, and traditional. Each of these groups has distinct
motivations and preferences that influence their health-focused behaviours.

3. Environmental Awareness: The term "environmental awareness" describes the

psychological elements that impact an individual's tendency to act in an
environmentally responsible manner. It includes an individual's willingness to
recognize environmental issues, support corrective efforts, and personally contribute to
solving these problems. (Kim, et al., 2023) This awareness includes cognitive,
behavioural, and attitudinal components, such as knowledge of environmental issues,
having a conservation attitude, and engaging with actual eco-friendly activities like
recycling. Understanding the importance of nature, being aware of how human activity
affects the environment, and being motivated to get involved in conservation efforts are
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 further components of environmental awareness. Research indicates that it has an
important influence on the willingness of customers to make environmentally conscious
purchases and their general efficacy in tackling environmental concerns (Kim, et al.,
2023).

4. Trust and Certification: In the food industry, trust and certification are essential for
boosting consumer confidence in the safety and quality of food. Certification labels,
like organic or Fairtrade, offer reassurance regarding the authenticity and compliance
of a product to specific standards. These labels can be especially trusted when approved
by scientific experts rather than producers or government bodies. For example,
consumers across Japan, the US, Germany, China, and Thailand showed greater trust
in scientifically certified labels (Wu, et al., 2021). Furthermore, transparency regarding
the origin and production processes is provided by traceability systems, such as
barcodes and QR codes, which strengthens trust. These systems are valued for their
ability to provide comprehensive information about food products, particularly in areas
where incidents involving food safety occur frequently (Wu, et al., 2021).

5. Price Sensitivity: Price sensitivity is the degree to which changes in product prices
affect consumers' buying behaviour. Consumers who are highly price-sensitive place a
high value on cost when making purchasing decisions. As a result, they tend to opt for
more affordable options, often choosing conventional products over more expensive
ones, like organic foods. On the other hand, consumers who are less price-sensitive
prioritize factors other than price, such as quality, safety, and trust. They are more
willing to pay a premium for products that meet these criteria, indicating a higher level
of price insensitivity. (Xing, et al., 2022) This concept, also known as price elasticity,
measures how consumers respond to price fluctuations and influences their demand for
products. Perceived product quality, prestige, and hedonic value are crucial factors that
shape price sensitivity, guiding consumers' attitudes and behaviours that ultimately
influence their purchasing decisions (Deligöz & Üstünkardeşler, 2021).

6. Social Influence:
Particularly when it comes to sustainable consumption, social influence has a major
impact on individual behaviours. (Shah, et al., 2023) It includes two primary concepts:
herd behaviour and social learning. Herd behaviour is when people copy the actions of
others, usually because they have difficulty processing new information and assume
others are more knowledgeable than they are. This behaviour is common when it comes
to non-routine decisions, such as purchasing sustainable products. On the other hand,
social learning involves individuals being impacted by their peers' experiences and
social surroundings. This type of influence is based on observational and cognitive
learning, resulting in informed decision-making after comparing and reflecting on other
people's outcomes. According to (Salazar, et al., 2023) both forms of social influence

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 significantly affect consumer choices, highlighting the importance of social context in
purchasing behaviour.

7. Purchase intention: Purchase intention is the probability, as determined by a

consumer's likelihood of making a purchase, that they will purchase a product or
service. (Takaya, 2019) This idea is essential for marketers because it uses predictive
modelling, which predicts results by analysing historical data, to predict future
purchasing behaviours. Purchase intention is influenced by a number of factors, such
as marketing interactions, demographics, previous purchases, and website engagement.
Businesses can improve return on investment (ROI), campaign effectiveness, and
marketing strategy improvement with the help of this analysis. By coordinating
marketing initiatives with customer preferences, purchase intent data can be leveraged
to maximize conversion rates, accelerate sales procedures, and increase customer
engagement (Hanna, 2024).

II.2. Theories:

1. Theory of Planned Behaviour: From the Theory of Reasoned Action, Icek Ajzen
developed the Theory of Planned Behaviour (TPB), which was first presented in 1985.
It focuses on actions over which people have self-control and attempts to predict a
person's intention to engage in a behaviour at a given time and location. (Sreen, et al.,
2020)The fundamental idea of TPB is behavioural intent, which is influenced by
perceptions of behavioural control, attitudes toward the behaviour, and subjective
norms. Behavioural intentions are shaped by the expected outcomes of the behaviour
and the evaluation of these outcomes' risks and benefits. TPB has demonstrated the
effectiveness in predicting and explaining a range of health-related behaviours,
including substance abuse and smoking. The theory comprises six constructs: attitudes,
behavioural intention, subjective norms, social norms, perceived power, and perceived
behavioural control. Despite its utility, TPB has limitations, such as not accounting for
factors like fear or past experiences, and assuming individuals have the resources and
opportunities to perform the desired behaviour (LaMorte, 2022).

2. Social Cognitive Theory:

According to Albert Bandura's Social Cognitive Theory (SCT), which was developed
in the 1960s and further refined from Social Learning Theory (SLT) in 1986, learning
takes place in a social context through dynamic and reciprocal interactions among an
individual, their environment, and their behaviour. Social cognitive theory (SCT)
places a strong emphasis on social influence and internal and external social
reinforcement. It takes into account how people learn and sustain behaviour in their
social environment, taking into account prior experiences that influence expectations,
reinforcements, and expectancies (LaMorte, 2022).
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 In contrast to other theories that focus on the initiation of behaviour, SCT tries to
explain how control and reinforcement can lead to goal-directed behaviour over time.
The concepts of reciprocal determinism, behavioural capability, self-efficacy,
expectations, reinforcements, and observational learning are important. Despite its
widespread application in health promotion, SCT has drawbacks, including the
assumption that changes in the environment will inevitably affect an individual's
behaviour, the disregard for biological predispositions, and little consideration paid to
emotion and motivation (Sreen, et al., 2020)

3. Value-belief-norm model:

Norm activation theory is extended by Stern et al.'s Value-Belief-Norm (VBN) Theory

to predict pro-environmental behaviours (PEB) based on individual values, beliefs, and
norms. It suggests that altruistic, biospheric, egoistic, and open-minded values shape
beliefs about the consequences of environmental behaviours and individual norms
regarding environmental responsibility (Laksmana & Hendriana, 2023) . Individuals
who hold these views believe in the necessity of environmental protection and feel a
moral obligation to act on it. Stronger environmental values and personal norms are
correlated with increased intentions to purchase green products and to practice
environmental citizenship, according to research by Hein (2022) and Sanchez et al.
(2021), which supports the theory's applicability in predicting consumer behaviours
(Ghazali, et al., 2019) (Laksmana & Hendriana, 2023). Social norms also play an
important role in influencing the link between personal norms and PEBs, implying that
societal influences inspire more environmentally friendly actions (Ghazali, et al., 2019).

4. Sustainability Consumption Behavior Model:

The Sustainability Consumption Behaviour Model investigates consumer behaviour at

several levels, focusing on how wider contextual issues impact individual decisions. It
recognizes that sustainable consumption is rooted in complex systems of economics,
culture, policy, and infrastructure. (Milfont & Markowitz, 2016) argue that sustainable
consumer behaviour is shaped by interactions across various levels - individual,
household, community, and nation. The extent to which consumers engage in
sustainable activities is determined by a number of factors, including household
income, regional regulations, global policies, and environmental attitudes. Because the
model shows how several levels of influence interact to either encourage or hinder
sustainable consumption behaviours, it emphasizes how crucial it is to use multilevel
studies to correctly capture these relationships. (Milfont & Markowitz, 2016)

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 II.3. Recent Research:

1. The research "Consumer Buying Behaviour towards Organic Food - A Case of UAE"
by (Basha, et al., 2021) aims to understand UAE consumer behaviour toward organic
food. It highlights six possible drivers of purchasing intention: health and lifestyle,
environmental concern, safety and trust, convenience and prices, subjective norms, and
attitude. Data was obtained from 423 participants through a self-administered
questionnaire and analysed using multiple regression. The results showed that all six
factors positively influenced their purchase intention. (Basha, et al., 2021) According
to the authors, "Consumers in the UAE show environmental concern is an important
factor that motivates them towards the purchase of organic food," highlighting the
rising environmental awareness. The study also highlights "safety and trust in food
purchases motivates them towards the purchase of organic food," showing a high
degree of concern for the reliability and safety of food. (Basha, et al., 2021)

This study covers what hasn't been much studied before. The findings suggest that
increasing organic food availability, including in small grocery stores, could boost
sales. (Basha, et al., 2021)

The study's strength lies in its large sample size and the use of multiple regression
analysis. However, it only covers Dubai, Abu Dhabi, and Sharjah, potentially
overlooking consumer behaviour in other emirates. The reliance on self-reported data
may also introduce bias.
Future research should expand to all emirates and possibly other GCC countries to
provide a more comprehensive understanding of consumer behaviour. This study is
relevant to my research, showing the importance of trust, environmental awareness, and
health consciousness in shaping attitudes toward sustainable food in the UAE. It
highlights the importance of affordability and accessibility in encouraging purchase
intention. (Basha, et al., 2021)

2. "The Effect of Environmental Awareness on Consumers’ Attitudes and Consumers’

Intention to Purchase Environmentally Friendly Products: Evidence from United Arab
Emirates" by (Khaleeli & Jawabri, 2021). The purpose of this study is to close a gap in
the literature by investigating these variables in different cultural settings, particularly
in developing nations like the UAE. (Khaleeli & Jawabri, 2021)

Data were collected in May and June 2020 through an online survey among UAE
residents. Of the 174 responses, 167 were valid. The 20-item survey used reverse items
to ensure accuracy and measured consumer attitudes, purchase intention, and
environmental awareness. Regression analysis and reliability tests were conducted
using SPSS Version 22. The study found strong positive correlation between consumer
attitudes and environmental awareness, as well as attitudes and purchase intention.
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 However, attitudes had a mediating effect between awareness and purchase intention.
These findings confirm strong direct effects while contradicting studies found attitudes
to have a mediating role (Khaleeli & Jawabri, 2021).

The study offers insights particular to the UAE. Reliable scales and statistical methods
enhance the study's reliability, though the reliance on a single data collection method
and a relatively small sample size may limit its generalizability.

According to the authors, "the link between these practices and the profitability of the
practicing companies is legitimate." According to the study, adopting eco-friendly
practices can improve ecological systems, lower pollution, and preserve resources.
(Khaleeli & Jawabri, 2021).

Future research should track changes over time, include larger and more diverse
samples, and explore how factors like gender, income, and education affect consumer
behaviour. This study contributes to understanding green marketing and environmental
awareness, relevant to my research on sustainable food in the UAE.

3. The research paper "Green Marketing Approaches and Their Impact on Consumer
Behaviour Towards the Environment—A Study from the UAE by (Shabbir, et al., 2020)
" it looks into the influence of green marketing strategies on consumer attitudes towards
environmental conservation in the UAE.

The study utilized a questionnaire aimed at a varied sample of 359 participants across
different age groups, ethnic backgrounds, and social classes in the UAE. This
questionnaire encompassed various aspects, including eco-labelling (EL), green
packaging and branding (GPB), green products, premium and pricing (GPPP), and
environmental concerns and beliefs (ECB), all rated on a five-point Likert scale. The
data analysis process included confirmatory factor analysis (CFA) and structural
equation modelling (SPSS-AMOS version 21). These statistical methods were
instrumental in validating the constructs and evaluating their reliability and validity.
(Shabbir, et al., 2020)

Key findings showed that EL and CBTE had a significant combined effect on consumer
beliefs about the environment, with eco-labelling having a positive influence. However,
GPB showed a negative but insignificant impact on consumer beliefs towards the
environment (CBTE). GPPP showed a strong positive impact, indicating that
consumers trust that a portion of the price goes toward supporting environmental causes
and value premium pricing for green products and ECB demonstrated a strong positive
influence on CBTE, demonstrating consumers' strong environmental beliefs and
concerns. (Shabbir, et al., 2020)

15
 The study has limitations, such as its focus on a single region of the UAE and lack of
consideration for companies engaged in green marketing. Its main contribution is
providing empirical evidence of the relationships between green marketing approaches
and consumer behaviour, filling a gap in the literature. (Shabbir, et al., 2020)

4. (Ismail, et al., 2023) conducted a cross-sectional study "Exploring Sustainable Food

Choices Among Adults in the United Arab Emirates: A Cross-Sectional Study" 1,113
participants took part in the survey, the study was conducted with the aim of assessing
adult food consumption related to sustainability and identifying the variables affecting
these behaviours. The objectives of the study include determining the degree to which
various sociodemographic groups agree with sustainable food choices and investigating
the causes of particular dietary preferences, such as a preference for plant-based diets,
and a dislike or avoidance of red meat. (Ismail, et al., 2023).

The results show that while regular adoption of plant-based diets or avoidance of red
meat was less common, participants were generally open to trying new healthy and
environmentally friendly foods. Significant differences were found in the alignment
with sustainable food choices between gender, age, and education level; women, older
adults, and those with higher education levels showed the strongest alignment. Higher
educated people and older adults were especially likely to Favor plant-based diets,
whereas women and older adults demonstrated a greater tendency to avoid red meat
due to personal preferences and health concerns. (Ismail, et al., 2023)

A large and varied sample size and reliable data collection are strengths, though
snowball sampling could limit representativeness and introduce bias. The study
highlights the attitude behaviour gap in sustainable food consumption, which calls for
the need of policies and educational programs to encourage sustainable dietary choices.
Future research could focus on effective interventions and policy measures, especially
targeting younger consumers who show less interest in environmentally friendly meals.
(Ismail, et al., 2023)

5. The study "The Consumer’s Perceptions and Attitudes Toward Innovative Foods in
the United Arab Emirates" (Basarir & Dayan, 2022) explores how UAE consumers
view and accept innovative food products. Food innovation is developing and
commoditizing new food products, processes, and services. Food companies aim for
healthy, sustainable, and unique offerings. (Basarir & Dayan, 2022)

The goal is to investigate how consumers' views of sustainable food innovations affect
their perceptions of risk and uncertainty, costs and benefits, and attitudes. It uses
Rogers' theory (2010) to create the model, including product features, cost/benefit, risk,
and attitude strength. It aims to understand how these elements impact how people
accept new food products. (Basarir & Dayan, 2022)
16
 The authors believe that the unique qualities, how well the product fits, its complexity,
ease of trying, and how visible it is playing a big role in shaping what consumers think
about the product's costs, benefits, risks, and attitudes. A detailed survey was given to
400 people in the UAE. This includes questions about food innovation technologies,
new product features, how people see these innovations, what they think about their
costs and benefits, and any concerns they have. Information is gathered through paper
forms, online surveys, social media, and interviews. (Basarir & Dayan, 2022)

The study's Findings indicate that consumers favor innovative foods when they are
simple to use, offer distinct advantages, and align with their values. Acceptance is also
driven by perceived health and environmental benefits, while perceived risks and safety
concerns hinder adoption making trialability and observability important. The study’s
strength lies in its thorough data collection, but the use of self-reported data could
introduce bias. Its limited focus on the UAE restricts broader applicability. Future
research could examine how marketing tactics influence consumer acceptance of
innovative foods. (Basarir & Dayan, 2022)

6. “Sustainable Food Consumption: Social Representations of Definitions, Drivers, and

Obstacles” (Genova & Allegretti, 2024). This study investigates how potential
consumers in Turin, Italy view and represent sustainable food products. It seeks to
understand definitions, drivers, and challenges of sustainable food consumption.
Through qualitative interviews, the study compares consumer views with scientific
literature, which often focuses on the economic and environmental aspects of
sustainability throughout the food chain. The study finds significant differences
between the consumer perceptions and scientific literature. Consumers prioritize the
environmental dimension, while literature highlights environmental and economic
aspects, with social, nutritional, and cultural factors as intermediaries. Consumer
discussions also mainly focus on production and processing, with less attention on
economic, nutritional, cultural, and consumption stages.

The literature identifies taste/quality, culture, relationships, human rights, health, and
environment as motivators. Consumers, however, emphasize environmental concerns
and introduce fashion and identity construction as drivers, which the literature
overlooks. While the literature lists availability, cost, competencies, and culinary
traditions as barriers, consumers focus on price, skills, and the need for social networks
for knowledge sharing and skill development. The study’s qualitative methodology
provides detailed insights that quantitative methods may miss. However, its narrow
geographic focus on Turin and small sample size limit generalization so the future
studies should cover broader regions and larger samples for more reliable results.
(Genova & Allegretti, 2024).

17
III. Research Methodology:

III.1. Research Design:

A research design outlines the procedures for gathering, measuring, and analysing data
and acts as a guide for carrying out a study. (McCombes & Bhandari, 2023) A
descriptive design is used in this study and descriptive research is especially helpful
because it enables in-depth observation and recording of phenomena or subject
studied as they naturally occur, giving a thorough picture of consumer attitudes.
Without changing the study environment, this design makes it easier to see patterns,
trends, and relationships between variables. (Singh, 2023)

III.2. Research Method:

Research methods include the strategies, techniques, and procedures used for data
collection and analysis. For this study, a quantitative research method has been selected
to objectively measure and analyse consumer attitudes using numerical data. The
information gathered consist of the primary data that was acquired directly from
customers using structured tools. Surveys and questionnaires are examples of structured
data collection tools used in quantitative research that yield quantifiable results and
allow for statistical analysis. Because it offers statistically significant insights into
consumer behaviours and attitudes and enables the examination of relationships
between variables (health consciousness, environmental awareness, trust and
certification, price sensitivity, and social influence), this method is perfect for this
research. (Sreekumar, 2023)

III.3. Data Collection:

The data was collected through surveys distributed to consumers in the UAE. This
approach was selected because it is effective at collecting considerable amounts of data
in a short amount of time from a wide range of respondents. Survey was designed with
closed-ended questions. Key determinants that are critical to understanding consumer
attitudes toward food products grown sustainably include social influence, trust and
certification, environmental awareness, health consciousness, and price sensitivity.
These determinants were evaluated through the survey questions. (Kanika, 2024)

III.4. Sampling Design and Method:

This study employs a non-probability sampling technique, specifically convenience

sampling, also known as the snowball sampling method. Given the time and resource
constraints, this method is a practical choice because it selects respondents who are
willing and able to participate. Convenience sampling works well for exploratory
18
 research and can reveal important information about consumer attitudes, even though
it might not offer a sample that is entirely representative of the population. (Ismail, et
al., 2023) (Nikolopoulou, 2023)

III.5. Sample Size:

The number of participants in a study who are meant to reflect a population is referred
to as the sample size in research. The sample size is the overall number of respondents
that are included in a study; to ensure that the total sample accurately represents the
entire population, the total number of respondents is frequently divided into subgroups
based on demographics like age, gender, and location. (Kibuacha, 2021)

In statistical analysis, choosing the right sample size is one of the most crucial steps. A
sample size that is too small will not provide reliable findings or accurately reflect the
characteristics of the population under study. However, while bigger sample sizes are
more representative and produce narrower error margins, an excessively high sample
size can greatly increase the cost and duration of the research project. (Kibuacha, 2021)

In this study, 87 participants completed the survey. Future research can build on these
findings with larger and more representative samples.

III.6. Data Analysis Plan:

The data is analysed statistically to identify patterns, correlations, and trends. Google
Forms was used to collect the data, and the built-in charting tools was used to visualize
the results. Descriptive statistics, such as means, medians, and frequency distributions,
summarize the data and provide an overview of consumer attitudes. Charts and graphs
generated by Google Forms aid in visualizing responses for easier interpretation.

Inferential statistics, such as regression analysis, is used to investigate the relationship

between the dependent variable (purchase intention) and the independent variables
(health consciousness, environmental awareness, trust and certification, price
sensitivity, and social influence). This analysis will assist in reaching meaningful
conclusions and providing insights to stakeholders. (Ismail, et al., 2023)

III.7. Ethical Concerns:

A set of guidelines that direct the research designs and procedures are known as ethical
considerations in research. There is a code of conduct that scientists and researchers
must always follow when gathering information from subjects. (Bhandari, 2024)

19
 Understanding real-life phenomena, researching effective treatments, examining
behaviours, and enhancing lives in other ways are frequently the objectives of human
research. Important ethical considerations come into play when choosing what to
research and how to conduct it. (Bhandari, 2024)

1. Informed Consent: Participants were briefed on the study's objectives, their role,
and potential risks before freely consenting without coercion. (Bhandari, 2024)

2. Confidentiality: Data was handled with confidentiality. Personal identifiers were

removed, and data was securely stored to prevent unauthorized access. (Bhandari,
2024)

3. Anonymity: Participants were assured their responses would remain anonymous,

with no identifying information linked to their data. (Bhandari, 2024)

4. Right to Withdraw: Participants were informed of their right to withdraw at any

point without consequences. (Bhandari, 2024)

5. Respect for Participants: The study ensured participants' dignity and rights were
protected. (Bhandari, 2024)

By following these ethical guidelines, the research maintained its honesty in the process
and protected the rights and welfare of the participants. (Bhandari, 2024)

20
IV. Data Analysis and Interpretation:

No. Interpretation of the Survey Results

I. Demographics

I.1

Figure 1 Gender

Male survey respondents make up 63.2% of the sample, which is the majority of
respondents. 36.8% of the participants are female. No responders opted not to reveal their
gender. This distribution suggests that the sample is predominately male, which could have
an impact on the results of the research about attitudes toward food products grown
sustainably that are specific to gender.

I.2
Figure 2 Age

The survey's participants are spread out across different age ranges. The largest segment,
accounting for 32.2% of the sample, falls between the ages of 41-50. This is closely followed
by the 31-40 age group at 31%, and the 21-30 age group at 19.5%. The youngest segment,
aged 20 and below, represents 8%, while the oldest segment spans from 51-60, making up
9.2%. Notably, there are no respondents aged 60 and above. This mix of ages suggests a
good balance of young to middle-aged adults, who are usually more active in buying and
often have strong views on sustainability.

21
I.3

Figure 3 Education Qualification

The educational backgrounds of the respondents indicate that a majority possess a bachelor's
degree, representing 70.1% of the sample. A further 14.9% hold a master's degree, while
another 14.9% are currently students. No participants reported possessing a Doctorate
degree. The survey sample is likely well-educated about sustainability issues and the survey
questions given the high level of educational attainment. Hence, this can offer insightful
information about the opinions of informed consumer attitudes.

I.4 Figure 4 Monthly Household Income (AED)

The largest segment represents 48.3% of the sample, consists of households earning below
10,000 AED. This suggests that nearly half of the respondents fall into a lower income
bracket. The next significant portion, comprising 27.6%, represents households with
incomes between 10,000 and 20,000 AED. 12.6%, represents households earning between
30,000 and 40,000 AED. The income bracket of 20,000 to 30,000 AED accounts for 8% of
the respondents. Higher income brackets are less represented, with 2.3% earning between
50,000 and 60,000 AED and 1.1% earning above 60,000 AED. This distribution indicates
that a large portion of the sample consists of lower to middle-income households, which
could influence their price sensitivity and purchasing behaviour towards sustainably grown
food products.

22
I.5

Figure 5 Marital status

The marital status of the respondents shows that the majority are married 67.8% of the
participants in the survey. Individuals who are single make up 32.2% of all responds. This
implies that a large proportion of survey respondents have family responsibilities, which
may impact their purchase decisions and views toward sustainably produced food products.
Married individuals may put their family's health and well-being first, increasing their
interest in sustainable and healthy dietary options.

Figure 6 Location (UAE)

I.6
The location data shows that a majority of the respondents are from Abu Dhabi 89.7%. The
rest of the respondents were from Dubai 5.7%, and Sharjah 4.6%. No participants are from
Ajman, Umm Al Quwain, Fujairah, or Ras Al Khaimah. This distribution shows that Abu
Dhabi is well-represented and that other emirates are less represented. This could affect the
findings' applicability to the whole UAE and emphasize the need to take regional variations
into account when interpreting consumer attitudes and behaviours toward food products that
are grown sustainably.

23
II. Research-based questions.

Figure 7 I actively seek out information about the health benefits of the food I
consume.
II.1
The information suggests that a significant number of participants actively look for
information on the health benefits associated with the foods they consume. The
participants appear to be heavily health conscious, as indicated by the results that 25.3%
strongly agreed and 41.4% of participants agreed with this statement. This is consistent with
the study's emphasis on health consciousness as a major factor influencing consumers'
perceptions of food products produced sustainably. The low percentages of respondents who
disagreed (3.4%) or strongly disagreed (6.9%) support the idea that health concerns are
important factors in consumer behaviour in this region. The 23% of respondents who were
neutral may indicate a part of the population that is either indifferent or lacks sufficient
knowledge regarding health benefits, suggesting potential educational initiatives are needed.

II.2
Figure 8 I prioritize buying food products that are known for their health
benefits.

With 55.2% of respondents agreeing and 26.4% strongly agreeing, the majority of
respondents prioritize buying food products recognized for their beneficial effects on health.
This result emphasizes how important health consciousness is in influencing UAE
consumers' purchase decisions. The small percentages of respondents who strongly
disagreed (5.7%) or disagreed (1.1%) indicate that few consumers don't prioritize health
benefits in their food choices. The 11.5% of neutral responses suggest that the population
may not consistently prioritize health benefits but does not disregard them entirely.

24
 Figure 9 I believe that sustainably grown food products are healthier than
conventionally grown ones.
II.3
A significant number of respondents hold the belief that sustainably grown food products
are healthier than those grown conventionally, with 46% agreeing and 29.9% strongly
agreeing. This perception plays a crucial role in shaping the purchase intentions of
sustainably grown food products. The low percentages of those who strongly disagree
(3.4%) or disagree (3.4%) indicate a minimal level of skepticism regarding the health
benefits of sustainably grown products. The 17.2% of neutral responses suggest that
although many of them consumers are uncertain, the common opinion is in favor of the
health benefits of sustainably grown foods. This belief is essential to the potential for both
regional growth and global export of food products produced sustainably in the United Arab
Emirates.

II.4 Figure 10 I am aware of the environmental impact of my food choices.

Respondents have a remarkably high level of environmental awareness, with 31% strongly
agreeing and 50.6% agreeing that they are aware of how their food choices affect the
environment. Given that environmental consciousness is a major factor influencing
consumer behavior, raising consumer awareness of sustainably grown food products
requires a high level of awareness. The low percentage of strong disagreement (4.6%) and
the absence of "disagreed" show that UAE consumers tend to be aware of environmental
issues. More environmental awareness efforts are needed , as indicated by the 13.8% of
neutral responses. This corresponds to the research question studying how environmental
awareness influences the purchase intention of sustainably grown food products.

25
II.5 Figure 11 I prefer to purchase food products that are environmentally friendly.

Respondents have a strong preference for environmentally friendly food products (32.2%
agree and 34.5% strongly agree). This indicates a strong preference for sustainable
consumption practices. The small percentages of strongly disagree (3.4%) and
disagree (2.3%) indicate that few consumers don't prefer environmentally friendly products.
The 27.6% neutral responses indicate a significant number of consumers who might be
unaware of environmentally friendly products or who may simply be indifferent. This
research question emphasizes how important it is to raise consumer knowledge and
understanding of the advantages sustainably produced food products have for the
environment in order to maximize their potential as a local and global product.

II.6 Figure 12 I believe that buying sustainably grown food products helps in
reducing environmental degradation.

The majority of respondents to the survey had favorable opinions about the benefits that
purchasing sustainably grown food products has for the environment. 35.6% of respondents
strongly agreed and 44.8% of respondents agreed that these purchases help reduce
environmental degradation. This suggests that consumers in the UAE have a high degree of
awareness and belief about the benefits sustainable food choices have for the environment.
On the other hand, only 3.4% strongly disagreed and 2.3% disagreed, suggesting a relatively
small segment with contrary beliefs. This general positive perception aligns with the
research's focus on environmental awareness as a key determinant of consumer attitudes
towards sustainability.

26
II.7 Figure 13 I trust food products that are certified by recognized sustainability
standards.

Products that have been verified by reputable sustainability standards are trusted by a
significant portion of respondents. The results indicate that a total of 71.2% of respondents
had confidence in certified sustainable food products, with 44.8% agreeing and 26.4%
strongly agreeing with this statement. However, some portion with lower levels of trust was
represented by the 4.6% who strongly disagreed and the 2.3% who disagreed. According to
the research, consumers' significant preference for certified goods shows the significance of
trust and certification as important variables affecting their confidence and buying
decisions.

II.8
Figure 14 Certification labels on food products influence my purchasing
decisions.

Regarding the impact of certification labels on purchase decisions, survey respondents'

answers vary. Approximately 42.5% of respondents agreed, and 24.1% strongly agreed, that
certification labels have an influence on their purchasing decisions; hence, these labels
influence 66.6% of respondents. On the other hand, a smaller group that was less influenced
by labeling disagreed, with 2.3% strongly disagreeing and 11.5% disagreeing. This suggests
that while a significant majority consider certification labels in their purchasing decisions
and some consumers may not prioritize them as heavily. This result confirms the importance
of certification and trust in influencing customer attitudes toward sustainable food products.

27
II.9
Figure 15The presence of certification labels makes me confident in the quality of
a food product.

According to the survey's findings, most participants gain trust from food products which
display certification labels. A majority of the respondents expressed trust because of
certification labels, specifically 43.7% agreeing and 29.9% strongly agreeing that these
labels increase their confidence in the quality of the products. The rest of the respondents,
5.7% disagreed and 4.6% strongly disagreed, indicating a lower percentage of people that
had a lower trust in certified products. In the sustainable food industry in the United Arab
Emirates, certification marks are seen crucial in shaping consumer views and buying
decisions, as indicated by the research's major dependence on them to ensure quality.

II.10 Figure 16 I am willing to pay a higher price for sustainably grown food products.

Different opinions on price sensitivity with regard to food products produced sustainably
are revealed by the survey results. A significant 34.5% of respondents had no opinion,
demonstrating a neutral position on pricing; yet, 36.8% of respondents agreed and 18.4%
strongly agreed that they would be ready to pay more for these types of products. This
suggests a considerable portion of consumers in the UAE who prioritize sustainability over
lower costs when making purchasing decisions. However, 6.9% and 3.4% of respondents
disagreed with paying higher costs, indicating some resistance to premium pricing even in
spite of the benefits of sustainability that respondents believed to be true.

28
II.11 Figure 17 The price of food products significantly influences my purchasing
decisions.

The survey's findings indicate that 46% of participants agree and 27.6% strongly agree that
the cost of food products has a big influence on their decisions regarding purchases. This
suggests that a significant portion of customers consider price to be important when
choosing what to buy for consuming. However, 4.6% strongly disagree and 1.1% disagree,
suggesting a minority who do not prioritize price in their buying decisions. Furthermore,
20.7% of buyers express no opinion, suggesting that they may take other aspects into
account in addition to price. These results highlight how crucial affordability is in shaping
UAE consumers' attitudes.

II.12
Figure 18 I would buy sustainably grown food products more often if they were
more affordable.

41.4% of respondents and 36.8% of respondents strongly agree that if sustainably grown
food products were more reasonably priced, they would be purchased more frequently. This
significant combined percentage indicates that consumers strongly want more affordable
sustainable options. On the other hand, 4.6% strongly disagree and 1.1% disagree with the
statement, indicating a small fraction who are less influenced by affordability. Moreover,
16.1% remain neutral, suggesting a group potentially open to sustainable options if
affordability improves. These results emphasize how important price is in driving up the
market's adoption of food products produced sustainably.

29
II.13
Figure 19 My friends and family influence my decision to purchase sustainably
grown food products.

The findings show that 14.9% strongly agree and 35.6% agree that friends and family have
an impact on their decision to buy food that has been grown sustainably. This illustrates how
social circles have a significant influence on consumer behaviour in this situation. On the
contrary, 5.7% strongly disagree and 5.7% disagree with this influence, indicating a smaller
proportion who are less moved by social influences. The remaining participants 37.9%
express no opinion. These results demonstrate how important social ties are in influencing
consumers attitudes toward sustainable food choices.

II.14
Figure 20 I am more likely to buy sustainably grown food products if I see others
around me doing so.

Consumers are more inclined to buy sustainably produced food products if they see others
doing the same, according to 40.2% of respondents who strongly agreed with this statement.
This suggests that consumers' behavior toward sustainability is significantly influenced by
social proof. 10.3% and 5.7% of respondents disagree, indicating that some people are less
impacted by the actions of others. Furthermore, 26.4% of respondents are indifferent
choosing neutral option, suggesting that certain customers may not be significantly
influenced by social media observations while making purchases. These results highlight
the role that social influence plays in encouraging sustainable consumption practices.

30
 Figure 21 social media and advertisements impact my attitude towards sustainably
II.15 grown food products.

14.9% of participants strongly agree and 37.9% of respondents agree that social media and
advertisements have an impact on their views of food products that are produced
sustainably. This implies that technology and advertising platforms have a big part in
influencing how consumers see sustainability. On the other hand, a smaller fraction that is
less affected by digital advertising disagrees with this influence; 5.7% strongly disagree and
11.5% disagree. Additionally, 29.9% remain neutral, indicating a group of consumers whose
attitudes towards sustainability may not be significantly influenced by online and
advertising content. These results demonstrate the potential of digital platforms to inform
and encourage UAE consumers to choose sustainable foods.

II.16
Figure 22 I intend to buy sustainably grown food products more frequently in the
future.

Among respondents, 52.9% agreed and 19.5% strongly agreed that they intend to buy
sustainably grown food products more frequently in the future. A smaller percentage (23%)
remained neutral, while 3.4% disagreed and 1.1% strongly disagreed. The high percentage
of agreement suggests that a significant number of consumers are actively considering
sustainability as an important factor when making purchasing decisions. This indicates well
for the growth potential of sustainably grown food products in the UAE market, indicating
a responsive consumer base willing to support environmentally and socially responsible
food production practices.

31
II.17
Figure 23 I am likely to recommend sustainably grown food products to others.

27.6% strongly agreed and 44.8% agreed that they are likely to recommend sustainably
grown food products to others. 24.1% were neutral, with 3.4% strongly disagreeing and
none expressing disagreement. This recommendation suggests that satisfied consumers are
not only willing to continue purchasing these products themselves but are also motivated to
advocate for them within their social circles. Positive word-of-mouth like this may greatly
increase the market acceptance and penetration of food products produced sustainably in the
United Arab Emirates.

II.18
Figure 24 I purchase sustainably grown food products over conventionally grown
ones.

When it comes to preferences, 40.2% agreed and 12.6% strongly agreed that they prefer to
buy products that are produced sustainably rather than conventionally. 35.6% of
respondents were neutral, compared to 8% who disagreed and 3.4% who strongly disagreed.
According to the study, consumers have a moderate preference for sustainable products,
although many of them are open to both conventional and sustainable options possibly due
to factors such as cost, availability, or perceptions of product quality.

32
II.19 Figure 25 I am satisfied with the availability of sustainably grown food products in the
UAE.

40.2% of respondents agreed and 16.1% strongly agreed that they are satisfied with the
availability of food items produced sustainably in the United Arab Emirates. Meanwhile,
32.2% of respondents were neutral, 9.2% disagreed, and 2.3% strongly disagreed. This
could imply that although there has been progress in increasing accessibility to sustainably
produced options, there are still significant challenges to ensuring consistent availability
across the UAE market . Expanding distribution networks and improving market awareness
to address these availability issues might increase customer satisfaction and the acceptance
of food items produced sustainably.

II.20 Figure 26 I support initiatives that promote sustainably grown food products.

28.7% of respondents strongly agreed and 46% of respondents agreed that they support
programs that encourage the production of sustainably grown food products . The other
respondents 20.7% were neutral, with 3.4% disagreeing and 1.1% strongly disagreeing.
According to this research, consumers in the UAE strongly support sustainability programs,
suggesting that attempts to promote sustainable food production techniques are likely to
succeed. This strong backing suggests a receptive consumer base that values and prioritizes
sustainable agricultural practices. Leveraging this support can promote a favorable market
environment that is beneficial to the growth and expansion of food products grown
sustainably in the UAE , as well as increase consumer engagement and loyalty.

33
V. Findings and conclusions

Findings:

Demographics:
Gender: 63.2% male and 36.8% female respondents.
Age: Largest group (32.2%) aged 41-50, followed by 31-40 (31%), 21-30 (19.5%), 51-60
(9.2%), and 20 and below (8%).
Education: 70.1% hold a bachelor's degree, 14.9% a master's degree, and 14.9% are students.
Income: 48.3% earn below 10,000 AED, 27.6% between 10,000 and 20,000 AED, with
smaller percentages in higher income brackets.
Marital Status: 67.8% married, 32.2% single.
Location: 89.7% from Abu Dhabi, 5.7% from Dubai, and 4.6% from Sharjah.

Health Consciousness:
66.7% actively seek health benefits in their food.
81.6% prioritize health benefits in food purchases.
75.9% believe sustainably grown food is healthier.

Environmental Awareness:
81.6% are aware of the environmental impact of their food choices.
66.7% prefer environmentally friendly products.
80.4% believe sustainably grown food reduces environmental degradation.

Trust and Certification:

71.2% trust certified sustainable food products.
66.6% are influenced by certification labels in purchase decisions.
73.6% gain trust from certification labels.

Price Sensitivity:
55.2% are willing to pay more for sustainably grown food.
73.6% say cost influences their purchase decisions.
78.2% believe more affordable sustainable products would increase their purchase frequency.

Social Influence:
50.5% agree that friends and family influence their purchase of sustainably grown food.
57.4% likely to purchase sustainably grown food if others do the same.
52.8% gets influenced by social media and advertisements.

Purchase intention & Other:

72.4% intends to buy sustainably grown food products in the future.
72.4 % likely to recommend sustainably grown food products to others.
34
52.8% chooses sustainably grown food products over conventional food.
56.3% satisfied with the availability of sustainably grown food products in UAE.
74.7% Supports sustainably grown food product initiatives

Key Insights:

Higher education levels correlate with greater awareness and preference for sustainably
grown food.
Health consciousness and environmental awareness are strong motivators.
Trust and certification significantly impact purchase decisions.
Price sensitivity is a barrier, but willingness to pay a premium exists.
Social influence affects purchasing behaviour.

Conclusion:

This study on consumer attitudes towards sustainably grown food products in the UAE offers
valuable insights for both local development and global export potential. The demographic
analysis revealed that the majority of respondents were male, middle-aged, well-educated, and
mainly from Abu Dhabi. A significant portion of these respondents fell into the lower to
middle-income brackets and were predominantly married. The data highlighted a strong health
consciousness among the respondents, with many actively seeking health benefits in their food
choices and believing that sustainably grown products are healthier. Environmental awareness
was also high, with a significant preference for environmentally friendly products and a strong
belief in the environmental benefits of sustainably grown food.

Trust and certification were shown as crucial factors, with many respondents expressing
confidence in certified sustainable products and considering certification labels in their
purchasing decisions. Price sensitivity was also apparent among the consumers, with a
significant number of respondents willing to pay more for sustainably grown products,
although affordability remained a critical factor. Social influence played an important role, with
friends and family impacting purchasing decisions. These findings demonstrate the importance
of health and environmental benefits, trust and certification, affordability, and social influence
in shaping consumer attitudes towards sustainably grown food products in the UAE.

The study's results can inform strategies to enhance the market for sustainably grown food
products, addressing barriers such as cost and availability, and leveraging consumer awareness
and trust to promote sustainable consumption practices.

35
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Appendix

I. Copy of Questionnaire
[Link]
As3lCIpB0Y85iOGp?usp=sharing

ii. Master Chart of Data Collected

[Link]
wbg/edit?usp=sharing
Or
[Link]
As3lCIpB0Y85iOGp?usp=sharing

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