Abstract
The diffusion and transmission of sustainability principles may help bridge the gap between current awareness and practices and the goals of Vision 2030 and similar initiatives. Vision 2030 is a plan in progress for Saudi Arabia in alignment with the United Nations Development Program, based on building a sustainable future that will affect all sectors of society, from policy development and investment to planning and infrastructure. The objectives of these programs might be achievable if the balance of human and environmental needs is met and consumers are sufficiently aware of the ecological impacts of food production. This study aims to provide insights into food-sustainability knowledge and the threshold and motivating factors behind consumer behavioral change, specifically in the context of Vision 2030. Using convenience sampling, a cross-sectional questionnaire survey was conducted using a non-probability convenience sampling method among 398 Saudi nationals over 18 (men, 37%; women, 62%). Among other findings, the results point to a limited awareness of food sustainability or a comprehensive understanding of the negative environmental impact of food production. They suggest that it may be beneficial to consider public informational strategies to focus on the concepts of food sustainability. Finally, although there may be the intent or indication to purchase and adopt sustainable buying habits, there may be barriers to purchasing sustainable food products.