Consumers’ sustainability perception in dairy purchases across socio economic contexts

Abstract

The objective of this work was to systematically review the literature to examine how consumers’ perception of sustainability influences their purchasing behavior in the dairy sector. The study explored cultural and economic contexts and also identified key barriers and opportunities influencing the shift from purchase intention to the actual behavior. The review followed the PRISMA 2020 guidelines, with searches conducted in the Scopus, Scielo, Web of Science, and Google Scholar databases. After screening 17 eligible studies, five analytical categories emerged: activation of ethical values, influence of cultural values and information access, clarity in communicating sustainable attributes and environmental literacy, trust in certifications and traceability, and the attitude-behavior gap. The findings indicate that ethical values - particularly a concern for animal welfare - strongly influence sustainable dairy choices, sometimes more than environmental arguments. Cultural and socioeconomic contexts shape how attributes such as traceability, naturalness, and resource efficiency are interpreted. Clear and verifiable communication enhances acceptance, whereas lack of trust, perceived costs, and limited information maintain the intention-action gap. Overcoming these barriers requires inclusive communication, economic incentives, and a greater market availability of sustainable options, enabling more coherent and equitable consumption systems aligned with local realities.