Not least from an ecological and health perspective, it can be posited that a broader part of consumers should practice sustainable diets. People who are already willing to do so are often confronted with the intention-behavior gap, caused by a range of internal and external factors. To eliminate these barriers requires a deeper and more comprehensive understanding of these factors and their interplay. Therefore, a think aloud study with 20 adult German participants was conducted to explore the four chosen external factors of availability, education, advertising and price. Furthermore, questionnaires for all four factors were handed out and a follow-up interview was conducted to gain additional qualitative data. Results show that these four external factors seem to have a major impact on the intention-behavior relation. According to the participants all factors interact in some way with other internal and external factors, making practicing sustainable diets a complex activity. In conclusion, the four external factors availability, education, advertising and price need to be addressed by various stakeholders within our food systems in order to move forward in the process of making sustainable diets practicable and sustainable food systems firmly established.

Sustainable diets are drivers and results of sustainable food systems. Therefore, they are crucial for improving our global diet-related problems. When trying to adopt sustainable diets, people often struggle with the gap between their good intentions and their actual behavior. Here we see a need for support. To understand people’s needs and what could help them, it stands to reason that they can be directly involved in the development processes for appropriate ideas. On that account, we conducted six workshops in different German cities from September to December 2016 with 82 participants in total. We collected data by letting participants generate ideas to bridge the intention-behavior gap. The qualitative data was then coded in internal (168) and external factors (989). Analyzing data shows that the higher numbers of external factors offer a wider range of aspects that contribute to closing the intention-behavior gap from the participant’s point of view. We discuss whether the external factors such as availability, advertising, pricing, and education about food and nutrition may be a prerequisite for a broad mass of people to practice a more sustainable diet.

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