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This paper aims to explore how and when a business’ transparency leads to greater willingness to engage in sustainable and responsible consumption by consumers.

Data were collected in two studies. Study 1 collected data from 219 consumers in a large shopping mall. Study 2 followed an experimental approach and used data from 327 participants.

The current research contributes to theory by hypothesizing and demonstrating when transparency is associated with higher willingness for sustainable and responsible consumption. Critically, the positive benefits of transparency vary according to a business’ future orientation, corporate social responsibility (CSR) and levels of customer involvement.

An important societal and practical implication of the current research is that business should not be expected to only focus on transparency in isolation but rather also needs to consider levels of perceived future orientation, CSR and levels of customer involvement to strengthen sustainable and responsible behavior effectively.

This research builds on and extends current knowledge by exploring the key role of business’ transparency in influencing sustainable and responsible customer behavior and examines critical boundary conditions for the observed effects.

Data on the food system's impact on environment, society and health point to a policy mismatch between current food consumption trends and long term viability. The role of public policy in this state of affairs requires critical attention. Public policy is generally weak and still dominated by a fixation on productionism and failing to integrate equally pressing concerns. Instead the facilitating power and responsibilities of the state are too often side-stepped. A new public policy approach is required that addresses the multi-criteria nature of how we assess contemporary food systems and their challenges. The role of the state is key to any transformation but states have been weak to support the creation of better infrastructure that would normalise what society and ecosystems really need namely sustainable diets from sustainable food systems. A genuinely systemic policy approach is required for urban populations, one which gives equal emphasis to all sector of food supply chains, not just primary production. The chapter explores ideological and practical logjams which hinder the pursuit of twenty-first-century progress. These include a reluctance to confront limitations in mainstream economics and uncritical acceptance of consumer power. Only the state has the potential legitimacy to facilitate a food system transformation and to provide the foundational economy which would normalise low impact living and eating.