CUES at ICORIA 2025 in Rotterdam 

Several partners from the CUES project participated in the 23^rd ICORIA conference (International Conference on Research in Advertising), held from June 26–28, 2025 in Rotterdam. Organized by our partner institution The Erasmus University Rotterdam in collaboration with the European Advertising Academy (EAA), this year’s conference centered around the theme “Advertising with a Purpose: Creating Impact through Research Excellence”. The theme highlights the importance of bridging academic rigor with meaningful societal engagement, emphasizing research that not only advances knowledge but also contributes to real-world impact. 

In line with this vision, CUES project researchers contributed four presentations focused on the drivers and barriers of sustainable food consumption.

Byte into Sustainability: A Scoping Review of Digital Food Environment Attributes 

Presented by: Hannah Boen (KU Leuven). Co-authors: Louise Glenisson (KU Leuven), Lotte Hallez (KU Leuven), Tim Smits (KU Leuven)  

This scoping review examined how attributes of the digital food environment relate to consumers’ sustainability perceptions, attitudes, intentions and behaviours. The study mapped 86 digital attributes across six types of digital media, with e-commerce and social media emerging as the most frequently studied platforms. Key findings emphasized the role of digital attributes in shaping sustainable food choices online, while also identifying a need for more research on underexplored digital tools and vulnerable populations. The review provides a foundation for future interventions aiming to guide consumers toward more sustainable food behaviours through digital channels. 

Too Good to Waste: A Photovoice and Interview Study on Food Waste and Packaging 

Presented by: Lotte Hallez (KU Leuven). Co-authors: Tim Smits (KU Leuven)  

This qualitative study examined how consumers perceive food packaging as a driver of food waste. Through the use of photovoice and in-depth interviews, the research explored consumer perceptions and behaviours related to the selection and disposal of packaged dairy products.  While certain packaging elements were found to encourage waste, the results also point to promising opportunities for packaging innovations and consumer communication strategies aimed at reducing food waste at the retail and consumer levels.  

Cultural Drivers and Barriers of Attitudes Toward Sustainable Food Consumption 

Presented by: Athanasios Polyportis (Erasmus University Rotterdam). Co-authors: Anne-Marie van Prooijen (Erasmus University Rotterdam), Freya De Keyzer (Erasmus University Rotterdam), Leonie C. Peiffer (Erasmus University Rotterdam), Yijing Wang (Erasmus University Rotterdam) 

This study investigates how cultural values shape consumer attitudes toward sustainable food choices. Drawing on a survey of Greek consumers, it was found that prudence (reflecting future orientation and thrift) positively shaped attitudes toward sustainability. In contrast, tradition (a preference for established norms) was linked to more resistant attitudes. These findings suggest that sustainability messaging may be more effective when aligned with long-term benefits while being sensitive to traditional values.

Tide of Change: Exploring Consumer Perceptions of Plant-Based Fish and Seafood Alternatives 

Presented by: Leonie C. Peiffer (Erasmus University Rotterdam). Co-authors: Anne-Marie van Prooijen (Erasmus University Rotterdam), Freya De Keyzer (Erasmus University Rotterdam), Athanasios Polyportis (Erasmus University Rotterdam), Yijing Wang (Erasmus University Rotterdam) 

Through focus groups in the Netherlands, Germany and Belgium, this study explored how consumers perceive and evaluate plant-based fish and seafood alternatives. Participants expressed curiosity but also skepticism, particularly around health, taste, and product authenticity. Packaging was often seen as misleading, and sustainability motivations were not top-of-mind. The findings highlight the need for clearer communication, improved sensory quality and better alignment with consumer expectations to support broader acceptance of plant-based fish and seafood alternatives.