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Sustainable Eaters - Consumers in a sustainable Norwegian food system


The Research Council of Norway

EuroCARE participation through Ruralis – Institute for rural- and regional research


2021 – 2024 (overall project: 01/2021-03/2025)


Project lead: Nofima - Norwegian food research institute , in collaboration with 26 partners from research, industry, the public sector and non-profit organizations.

EuroCARE participates as a sub-contractor of Ruralis, Institute for Rural and Regional Research.


The main goal of the project is to enable and strengthen consumers’ contribution to achieving a sustainable Norwegian food system. In particular, the project aims to:

  • Develop intervention strategies, industry- and policy recommendations for reduced food waste, healthy and sustainable diets, and increased recycling of food packaging.
  • Refine scientific knowledge on what sustainable food means in the Norwegian agroindustry context.
  • Develop knowledge, awareness, and new sustainability habits in the younger generation.
  • Elaborate on industry solutions that support consumers in embracing sustainable behaviours.
  • Optimize the dynamics of the online shopping value chain toward higher resource efficiency, lower food waste, and lower climate impact from producer to consumer.

Contributions of EuroCARE

EuroCARE contributes to the evaluation of behavioural effects on the value chains within WP2 “Impacts on the Norwegian value chain”. By leading Task2.1 “Estimation of demand systems for consumer groups” the understanding of Norwegian food consumption reactions to price changes shall be improved. The model-based assessments under this WP will be facilitated by improving the demand system representation in the applied simulation model, Jordmod, based on these econometric elasticity estimations. The contribution of EuroCARE in this project is of primarily econometric nature, though with a close link to simulation modelling. The econometric approach includes the use of Norwegian Consumer Expenditure data to estimate consumer group-specific demand. A model validation based on super market scanner data is envisaged in case these data become available in time for the project.