Consumer Perceptions of Sustainability and Ethical Eating How Values Shape Purchasing Decisions

The chapter explores how sustainability and ethical eating affect consumer perceptions while examining how values influence food market purchasing choices globally. The rise of ethical consumerism emerges from environmental concerns together with animal welfare, fair-trade principles, health benefits and social media activism. Despite growing awareness, consumer intentions about sustainability remain disconnected from their actual purchasing behaviours because of factors including cost constraints, cultural practices and product availability. Research shows that sustainable diets are more popular among younger population (Millennials and Gen Z) and those with higher education and higher income, but geographical and socioeconomic factors restrict wider adoption. The chapter discusses three major obstacles which include greenwashing practices, corporate transparency issues and the necessity of policy-based solutions to address affordability problems.