Consumer preference and food values : can consumers in Tanzania play part in driving a sustainable food system?

Abstract

This study examines the role of consumers in Tanzania as drivers of sustainable food systems through their food values. Recognizing consumers as key actors in the food value chain, the research aims to identify how their preferences influence the transition toward sustainable consumption. A mixed-method approach was employed, including interviews with six key food system actors, two focus group discussions with 16 consumers, and a survey of 750 consumers from urban and rural towns across three regions in Tanzania. Participants rated the importance of 16 food values such as hygiene, nutrition, taste, and price—using the Best-Worst Scaling method. To determine relative preference, data were then analyzed through count analysis and mixed logit models. Findings indicate that consumers predominantly prioritize food safety and price. Notably, their understanding of safety centers on hygiene and spoilage, issues affecting short-term health, over long-term risks like aflatoxin, pesticide residues, and antimicrobial resistance. These patterns are consistent across consumer groups, though some variation emerges across different shopping contexts. For general food purchases, hygiene, freshness, and safety are emphasized, whereas for specific items like tomatoes and bread, hygiene, price, and naturalness are more prominent. These insights highlight the need for targeted interventions by policymakers, producers, and civil society organization to align consumer values with sustainable practices. Addressing gaps in consumer awareness and preferences can facilitate shifts toward healthier, safer, and more sustainable food systems in Tanzania.