This research is an international study to evaluate the mobilisation and practice of sustainable consumption in global South contexts through an examination of systems of food provision and regulation, everyday consumer habits, trends and fashions, and the potential of digital technologies influencing food consumption. It draws on comparative case study research in Brazil, China, and South Africa. The three countries offer case studies in Guangzhou, Johannesburg and Rio do Janeiro where there is robust evidence of growing and strong middle classes, through which it is possible to explore the different ways in which sustainable consumption is defined, performed, practised and mobilised in global South countries. They also offer comparisons of the potential of different drivers of sustainability, with contrasting institutional political structures, forms of non-governmental action, foodscapes and provisioning mechanisms. The data collection includes transcript data from food consumers and food system actors and survey data from consumers.Sustainable food consumption spaces and practices in the global South are of critical importance yet remain under-researched and poorly understood because most studies assume that ethical consumers are situated in the global North. Expanding middle class consumption in global South countries is seen simultaneously as providing a potential stimulus to global economic growth and a threat to environmental sustainability. The UN's Sustainable Development Goal 12 (Ensure Sustainable Consumption and Production) recognises the need to support developing countries in strengthening their technological capacity to enable more sustainable patterns of consumption, to promote sustainable public procurement practices, and to ensure that consumers have the relevant information and awareness for sustainable lifestyles. In response, this research evaluates the mobilisation and practice of sustainable consumption in the global South through an examination of systems of food provision and regulation, everyday consumer habits, and trends and fashions in food consumption. It draws on case study research in Brazil, China, and South Africa, where there is robust evidence of large and growing middle classes. The research is essential to understand how sustainable food consumption is mobilised and practised in distinct global South contexts, how this might be affected during times of increasing political instability and social precarity, and how this relates to the wider context of global population growth and globalising consumerism. Pilot research in the case study countries suggests that digital technologies are increasingly interwoven into societies and food systems as follows: consumers share, receive information about, purchase and review food online; food retail companies optimise their distribution with the help of IT technology; and state procurement systems increasingly move online. Recognising these realities, the research provides an innovative investigation of the interconnectedness of online and offline spaces of sustainable food consumption in the global South. The research is organised into four phases. The first focuses on institutional and cultural drivers of sustainable food consumption. It analyses policy and media reports, business strategies, codes, campaigns and initiatives in the policy and popular domain. Key informant interviews are conducted with government departments responsible for food procurement and standards, campaigners, and leading food retailers, wholesalers and restaurateurs. The second phase, focusing on consumer habits and everyday trends, comprises ethnographic research in middle-class residential areas of Guangzhou, Rio de Janeiro and Johannesburg. Interviews address household food consumption practices, judgments about 'good' food, and popular influences on food ethics and environmental values. Digital ethnographies examine the online practices of consumers, including how they collect information, shop or review online, and the influence of social media on ethical judgment and creating markets for sustainable foods. Accompanied shopping interviews and co-cooking sessions capture the nuances of food choices, moral judgments, engagement with government and corporate ethical initiatives, and the ordinary ethics of food purchase and use. The third phase, focusing on fashion and trends, uses text mining of social media to trace lines of influence in sustainable food consumption. To widen the reach of the research, and provide material with traction with policy and commercial actors, the final phase gathers quantitative data through a web-based survey of the drivers of sustainable food consumption and the behavioural intentions arising from these. The research is an innovative analysis of different global South contexts in which shifts towards sustainable food consumption are likely to have global impact. The three case studies offer comparisons of the potential of different drivers of food sustainability.

In Phase One, in each country we met with 30 food system actors including people working in government, civil society, wholesale, retail, hospitality, public procurement, NGO’s, production and campaign groups, influencers and celebrities. Each interview explored the background and role of the interviewee in the organisation; their understandings and criteria of sustainable and ethical food; their understandings of middle class demographics and their consumption of sustainable and ethical food; organisation policies and practices as they pertain to sustainable and ethical food; and key influences and trends that they saw as influencing their organisation and wider publics. In Phase Two, we extended our research to food consumer/citizens. In each of our cities we interviewed 30 people from a range of middle-class backgrounds and followed up a smaller sub-set of 10 households from each case study city for ethnographic work. Interviews addressed household food consumption practices, judgments about ‘good’ food and influences on notions of ethicality and environmental and social values. Respondents were also asked to reflect on (and demonstrate) their online practices as consumer-citizens, including how they collect information, shop and/or review online. Ethnographic research involved ‘go-along’ (Kusenbach 2012), accompanied shopping interviews and co-cooking sessions to capture the complexities and nuances of food choices, judgments, engagement with government and corporate ethical initiatives, and the ordinary ethics of food purchase and use. As part of this phase, digital ethnography explored the role of social media and online tools as devices implicated in ethical judgement and the creation of markets for sustainable foods. In Phase 3, to evaluate the cultural influences, trends and technologies affecting ethical consumption of food in and across the three country case studies we undertook research focusing specifically on the digital sphere. Phase 2 produced culturally specific understandings of which platforms, apps and tools are relevant to consumers. Participants were asked: a) which top 3 search terms they use to look for information on consumption choices online; b) which top 3 key accounts (e.g. of campaign organisations) they follow on social media, and; c) whether they follow celebrities who might influence their buying decisions. These terms and account names guided text mining of social media in Brazil and South Africa to examine the traction of key values, actors and lines of influence. For a period of 12 months, cloud-based Discovertext software was used to mine the public Facebook and Twitter accounts of the campaign organisations and celebrity accounts named by participants (in English in South Africa and in Portuguese in Brazil). Government restrictions and technical differences inhibit access to social media for text-mining purposes in China. To widen the reach of the research, and produce material with traction with policy and commercial actors, in Phase 4 we built on the in-depth analysis of phases 1 and 2 to gather quantitative data to assess how values and behaviours identified in each country apply across a larger sample of consumers and identify values and behaviours transcending local context and scale. Quantitative data was gathered through a web-based survey of the drivers of sustainable food consumption and the behavioural intentions arising from these (e.g. intentions to purchase sustainable food). Comparable samples of the middle-class demographic in each of the three case study countries were selected to obtain a total of 1500 responses (500 per country). The questionnaire was developed in English (the most commonly-spoken second language and the lingua franca of the public domain) for use in South Africa and professionally translated into Portuguese, Cantonese and Mandarin using double-back translation procedures for use in Brazil and China respectively. For quality and cost effectiveness, survey participants in the three countries were accessed using Qualtrics.