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This study advances marketers’ knowledge about consumer expectations regarding sustainable food in both industrialized (Germany, United States, Switzerland) and emerging economies (Brazil, China, India). Data was obtained through an online consumer survey of 1,179 respondents. Findings show that consumer expectations regarding sustainable food consist of five factors: ethic attributes, naturalness, health-related aspects, terroir, and innovation. International agri-business marketers can use the outcomes of this study to design well-tailored communication strategies promoting sustainable food. Scholars can build upon the resulting multi-country sustainability scale to reach a less western-biased understanding of consumer expectations of sustainable food in emerging economies.


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