Tenders are invited for Consultancy Service to Understanding the Consumers Perception, Attitude and Behavior Change on Food Consumption Choices and its Linkage to Climate Change MISSION: To stop the degradation of the planets natural environment and build a future in which people live in harmony with nature. WWF-Cambodia was awarded a four-year project (2022-2025) project through the support from the International Climate Initiative (IKI), German Federal Ministry for the Environment, Nature Conservation, Nuclear Safety and Consumer Protection (BMUV). The SCP project was officially kickedoff on 11th October 2022 with explicit support from the Cambodian Ministry of Environment (MoE). The project aims to reduce emissions and increase adaptation and resilience to climate change through the implementation of complementary interventions that focus on connecting sustainable production to consumption to transform elements and behaviors in the food system, the agri-food sector. This project aims to address climate change issues triggered by upstream and downstream food supply chains. The project results will contribute to nature and biodiversity conservation and protection, in which can be translated into the effectiveness and efficiency of WWF efforts and commitment aligning strong collaborative approaches with relevant partners. The projects outputs and deliverables include: 1. Increased urban consumers knowledge and awareness on the linkages between consumption choices and environmental impacts, which triggers action towards sustainable consumption patterns that are less damaging to the environment. 2. Adoption of sustainable practices by key business actors within the sector, which leads to SCP implementations across the food, agricultural, and forestry value chains. This output must be delivered through at least three methodological tools such as innovative business models; measures and guidelines of practices; and initiatives for low-carbon SCP which are developed with participation from the target companies and relevant stakeholders. The developed tools must also be made publicly available and made possible for interested parties to adopt into their operations. 3. Adoption of SCP practices by governments and key value chain actors through collaborative mechanisms, prioritizing SCP, and systems-based approaches such as nature-positive production and policy framework for SCP which are necessary to transform harmful production practices. The emergence of the SCP project aligns well with Cambodias Roadmap for Sustainable Consumption and Production (2022-2035), which is the 14-year plan to strengthen the sustainability of Cambodias consumption and production systems. To achieve this plan a great deal of investments and efforts need to be made to improve the entire consumption and production system, including product design, distribution, marketing and consumption as well as targeting the values underpinning consumption behaviors and social relations. Each step in how food is produced, delivered, prepared, distributed and consumed creates greenhouse gases. Food consumption contributes significantly to climate change, in particular methane emissions. In 2013, 1 ton of food waste emitted 5.0 Gg, and it is expected to rise to 12 Gg per tonne in 20301 . The trend of food wasted in Phnom Penh was more than 0.74kg/per day/ per person and is expected to increase to 1.24kg/per day/per person by 20302 . This means food waste issues will be severed in Phnom Penh and many urban areas without proper interventions. Agri-food companies have started to transform their business models to forge a sustainable future, to reduce emission and environmental impacts from their business operation, and this trend needs to be encouraged. For this, citizens as responsible consumers can play a key role in transforming whole food supply chains ranging from upstream to downstream levels. To transform consumption patterns, it is pivotal to enable consumers to be aware and conscious of their consumption choices that affect the climate and the environment. In the case of Cambodia, there is to date limited information about the linkage between consumption patterns and environmental deterioration, climate change and the triggered consequences for human wellbeing. These relations have so far remained largely unstudied. Consumers have the power of choice, ultimately influencing which products are available in the market. Consumer behavior can thus significantly drive transformation towards sustainable food systems. We are already seeing the first signs of an increase in the number of sustainable agri-food products in the market in response to consumer demand. To contribute to this transition and circular economy policy implementation towards achieving net zero food systems, WWF-Cambodia will commission a research study to identify the current state of consumer awareness, knowledge and consumption choices in relation to impacts on climate change and conservation, defining market demands and prices that enable consumers to better access sustainable products. This study aims to bridge this knowledge gap. The findings will provide critical insights for IKI SCP Phase II Project on Establishing Sustainable Consumption and Production (SCP) and develop effective public awareness campaigns. Formulate evidence-based policies that encourage sustainable consumption. Guide businesses in product development, marketing, and communication strategies that genuinely resonate with consumers. Identify barriers and drivers for adopting sustainable lifestyles. The findings will inform WWF Cambodias communication campaigns, private sector engagement strategies, and support for policy dialogue under the national SCP Roadmap. 2. STUDY OBJECTIVES The primary objective of this study is to comprehensively assess and analyze the current state and dynamics of consumers Knowledge, Attitudes, and Behaviors (KAB) concerning sustainable produced goods, the result of the study should be compared to the previous study in 2023. The consumers will be engaged with those who are involved in the project awareness campaigns in urban areas as key agents with 171 persons, non-key agents, and others in urban areas. The key objective of the study is to assess Cambodian consumers awareness, perceptions, and behaviors regarding sustainable food consumption and its link to climate change, and to track changes compared to the baseline study Specific objectives include: 1. Knowledge Assessment: To scale up the level of consumer understanding and awareness of: The concept of "sustainable production aligns to consumption." Key sustainability labels and certifications of CamGAP and Organic products. The environmental and social impacts of different product categories. 2. Attitude Measurement: To evaluate consumer perceptions, beliefs, and attitudes towards: The importance of sustainable production practices. The role and responsibility of Private sectors vs. individuals. Willingness to pay a premium for sustainably produced goods. Trust in sustainability claims made by brands or labeling 3. Analysis of consumers Behavior: To identify and quantify actual purchasing and nonpurchasing behaviors: Frequency of purchasing products with sustainability identifications Key product categories where sustainability influences choice include food, apparel, and electronics. Barriers to sustainable consumption include price, availability, lack of information, and convenience. Drivers of sustainable consumption including personal values, social influence, and perceived effectiveness. 4. Segmentation Analysis: To identify distinct consumer segments including Green Advocates, Price-Sensitive Skeptics, Convenience-Seekers based on their KAB profiles. 5. Change Analysis: To identify trends and factors driving change in KAB over time, comparing with any existing historical data and projecting future shifts. Following guided questions might be useful for the study: Why or why not purchase sustainable products in the market? What are the key criteria that encourage their decision to purchase sustainable products in the market? Are consumers aware that their consumption choices would affect environmental degradation/climate change? Are there specific product categories for which the purchases of more sustainable product options are out or underperform less sustainable alternatives? What is the price premium of sustainable products that would be affordable? In what kind of markets do consumers tend to purchase more sustainable products? Market demand for sustainable products What are the key criteria that will lead marketplaces to stock (more) sustainable products as part of their portfolio? Findings will be used to refine WWF Cambodias behavior change communication and market transformation strategies 3. SCOPE OF WORK The study will focus on the following parameters: Geographical Scope: National level, specific region(s), urban vs. rural areas Consumer Demographics: The study should include a representative sample of the adult population (18+), with analysis across key demographics such as age, gender, income level, education, and geographic location, indigenous people. Product Categories: The study will focus on a maximum of 3-5 key fast-moving consumer good categories. Proposed categories include: 1. Food: organic produce, fair-trade coffee 2. Apparel plastic, household solid waste, clothing made from organic cotton or recycled materials and plastic waste, and household waste. 3. Personal Care eco-friendly cleaning supplies, cruelty-free cosmetics Key Aspects of Sustainable Production: The study will cover environmental aspects of carbon footprint, resource use, waste, biodiversity and social aspects including belief, religion, and spiritual habits and belief. 4. METHODOLOGY The consultant/research team is expec Tender Link : https://www.bongthom.com/job_list.html?category_id=55&order_by=start_date&order_dir=desc
