Introduction

The report examines how consumer behaviour can influence the transition towards sustainable food systems in Brazil and how financial and policy interventions can integrate nature and climate considerations into food-related decision-making. Brazil is a major agricultural producer and responsible for around 7.41% of global food-production greenhouse gas emissions. The research evaluates whether behavioural nudges in food purchasing can reduce environmental impacts while supporting healthier diets.

The study combines three analytical levels: global modelling of climate and nature risks in food systems, application of those findings to Brazil, and testing pricing and behavioural interventions within food-related financial actions. The research focuses on consumers as central actors in food system transformation, arguing that improved transparency, education and digital tools could influence purchasing decisions and reduce environmental impacts.

Brazilian food consumer profile

A nationally representative survey of 2,190 Brazilian consumers assessed food consumption patterns, behaviours and environmental awareness. Results show diets dominated by animal proteins, particularly poultry and beef, while consumption of meat substitutes and plant-based alternatives remains low. Fruit and vegetable intake is also limited and often below recommended nutritional levels.

Food waste levels are lower than in other Latin American countries, though rice, meat and beans account for the largest share of discarded food. Higher-income groups shop more frequently and use online food platforms more often, while price remains a significant determinant of purchasing choices.

Environmental awareness remains relatively limited. On a seven-point scale measuring environmental concern, more than half of respondents scored only one point, and only 3.2% showed high environmental concern. Despite this, most respondents indicated that food labelling is important and many expressed willingness to pay more for environmentally responsible products.

Can we nudge consumers toward a climate and nature positive outcome?

The study tested behavioural “nudging” strategies within a simulated online supermarket environment involving 2,109 participants. Participants selected recipes and ingredients under different experimental conditions including control, default and attraction nudges.

Results indicate that nudging strategies can influence consumer choices towards environmentally preferable foods. The attraction effect, which introduces a third option to guide decision-making, proved more effective overall than default pre-selection strategies. Default nudges were more successful among consumers already exhibiting high environmental awareness.

Labelling and product visibility were significant factors affecting decisions. Simple and clear labels increased engagement, but explicit “vegan” or “vegetarian” wording sometimes reduced adoption of plant-based options. The study therefore recommends careful wording and educational support alongside labelling initiatives.

What is the impact reduction potential?

Environmental impact modelling assessed the contribution of key foods to climate change, land use and freshwater depletion. Beef consumption generates the highest greenhouse gas emissions in Brazil, while rice production contributes most to freshwater withdrawal.

Four behavioural levers were analysed for emissions reduction: shifting to plant-rich diets, prioritising sustainably produced food, reducing food waste, and consuming domestically produced food. The transition towards plant-based diets represents the largest mitigation opportunity, with potential reductions of up to 77% of food-related emissions if the population fully adopted a plant-based diet.

Eliminating food waste could reduce emissions by up to 40%, while improved rice cultivation practices could lower rice-related emissions by approximately 55%. In contrast, increasing domestic sourcing would reduce emissions by only about 0.1% because most Brazilian food is already produced locally.

Scenario modelling indicates that nudging strategies applied through e-commerce platforms could cumulatively reduce emissions by 2.41 gigatonnes of CO₂ equivalent between 2023 and 2050, achieving around 54.75% of the emissions reduction associated with a full transition to the recommended EAT planetary health diet.

Recommendations for implementation

The report outlines implementation strategies for retailers and policymakers to support sustainable food consumption. For online platforms, recommended actions include pre-selecting environmentally preferable products for consumers with high environmental concern, combining multiple nudges such as product placement and social reference cues, and improving visibility of plant-based alternatives alongside conventional products.

Educational initiatives linked to food labelling are also recommended. Simple explanations of sustainability labels could improve consumer understanding and influence purchasing behaviour. Retailers could incentivise engagement by rewarding consumers who learn about environmental labels or sustainability information.

From a policy perspective, the report recommends comprehensive food labelling systems reflecting environmental impacts, combined with education programmes delivered where purchasing decisions occur. Government policies should involve actors across the food system including producers, retailers and financial institutions to ensure effective implementation.

Conclusion

The research concludes that consumer behaviour is a critical component of Brazil’s transition to sustainable food systems. Behavioural nudging strategies, combined with improved labelling, consumer education and coordinated policy support, can influence food choices and reduce environmental impacts. Achieving meaningful change requires collaboration between policymakers, retailers, financial institutions and consumers to align economic incentives with climate and biodiversity objectives.