Systemic Innovations as Moderators of Behavioural Changes in Consumption Decisions : A Practical Approach for Food Value Chains

Abstract

This article is aimed at identification of the concepts of system change and systemic innovation especially in food industry and food value chains. The necessity of systemic innovations in the food value chains is emphasized. The behavioural economics approach is clarified and contrasted with the traditional neoclassical economics approach. Global challenges in food value chains are also in short dealt with. A practical insight is given for characterizing and steering consumer decisions by presenting a newly developed method for the purpose, the so-called Behaviour Change Wheel (BCW). Especially in the field of private consumption it is possible to steer the behaviour of people into the desired direction. In the field of production the means available for the public sector are mainly incentives or sanctions affecting to the economic position of firms. There are expectations that interventions and policies for changing consumer behaviour can be characterized in a practical way with the help of BCW in the future. Policy-makers could easily use the method in planning and steering changes of behaviour. However, consumers cannot solve the world’s food and nutrition problems alone. Entering to the solution provides far-reaching changes in the whole socio-technical system.