Pressure on companies to implement sustainable practices is increasing due to rising consumer awareness and growing government activities about sustainability and climate change.

This is especially true for the food and beverage industry, where the production of food accounts for 25% of global greenhouse gas emissions.

If the population growth and middle-class growth trends continues, this number will only increase since wealthier individuals tend to eat more resource-intensive, animal-based diets.

The World Economic Forum predicts that by 2050, there will be a 60% increase in global food demand.

As consumers make more efforts to maintain their health and live sustainably, these improvements are likely to persist a long time. This presents a fresh set of difficulties for the food services industry.

On the demand side, ethical positions steer customers away from certain market goods, frequently through resistance in both individual and group behaviour.

Ethical consumption can reflect more self-aware and restrained behaviours, such voluntary simplicity, as well as more intentional behaviours, like boycotting and buy-cutting.