Factors influencing consumer preferences for sustainably produced rice: A systematic review

Sustainably produced rice could play a significant role in securing future global food supply, potentially offering an approach to mitigate biodiversity loss, address food security challenges, and contribute to economic growth. To drive successful market adoption of sustainably produced rice, it is essential to comprehensively understand consumer attitudes and the factors influencing their purchasing decisions. In this review, we synthesises findings from 51 studies investigating global consumer acceptance of sustainably produced rice, identifying two broad categories of influencing factors: consumer-related (demographics, attitudes, and knowledge/familiarity) and product-related (product attributes and verifications). Overall, we found that sustainably produced attributes (56 records), label and certificates (56), income (22), cognitive perceptual factors (20), and environmental concern (18) are the five most mentioned positive factors that play a significant role in influencing consumer preferences for sustainably produced rice. Key recommendations for improving consumers' acceptance of sustainably produced rice include: enhancing consumer awareness of healthy eating and environmental protection, strengthening food certification systems, and developing rice varieties that are both nutritionally superior and environmentally sustainable. This review offers valuable insights into sustainable consumer behaviour, providing a foundational framework for researchers and marketers to further investigate consumer preferences, develop targeted marketing strategies, and explore the market potential of sustainably produced rice. It also highlights the need for additional research to address gaps in understanding market-specific factors affecting sustainably produced rice consumption.