How to measure perceived importance of food sustainability: A new index development

Despite the growing body of consumer research addressing sustainability in food choice, extant scales aiming to measure consumers' relevance of food sustainability rely on different definitions, vary in their conceptual scope, and frequently employ only selected sustainability criteria. However, valid and reliable measures are key not only to produce comparable research results but also to inform policymakers and practitioners in their actions. Against this background, we develop a novel consumer-centered measure, i.e., the Perceived Importance of Food Sustainability (PIFS) Index that encompasses consumers' concern for the five dimensions of ecological sustainability, animal welfare, worker welfare, health, and economic sustainability, using impact-relevant indicators. The 43-item index is validated across five EU countries, using representative samples, and shows satisfactory reliability and validity of different forms. This novel holistic index allows researchers to assess consumer relevance of food sustainability overall as well as specifically for selected facets. In sum, this work intends to contribute by advancing the measurement of consumer-focused sustainability considerations within the food context.