Emerging market for sustainable food in Bangkok

This paper analyses the process of change towards sustainable food consumption in Bangkok. The authors investigate how consumers and the system of provision interact in retail outlets. The authors conclude that: 1) sustainable foods currently available do not match the eating lifestyles of most Thai consumers, 2) Bangkok’s supermarkets are passive and wait for government regulation on sustainable food, 3) supermarkets have low expectations of consumer demand for sustainable food, and 4) the ‘green’ concerns of consumers in Bangkok are not broad, usually stemming from health concerns only.