4.1. Consumers’ Knowledge about Sustainability
Most of the consumers stated that they do not fully understand the concept of sustainability, and find it confusing. In this study, addressing this topic in Spanish consumers for the first time, although more than 85% of the consumers have heard about sustainability, the meaning of sustainability, related to food, is heterogeneous. Our results are consistent with the results of other studies [
25], which indicate that the concept of sustainability keeps confusing people, as they lack an understanding of the idea of sustainable consumption [
32,
33]. Yet, sustainability should be better integrated into the Spanish dietary guidelines, to promote citizens’ awareness [
33].
The components of sustainability that were considered most relevant by consumers (natural habitat conservation, assuring animal health and welfare, and reduction in pesticides and antibiotics) are frequently mentioned in European surveys. Spanish consumers’ concerns about farm animal welfare can prevent them from buying some products from intensive systems, but their perceptions and concerns to make more informed decisions to improve their sustainability is pending [
33]. Environmental concerns are increasingly on the top of the mind for consumers, as well as the willingness to pay for environmentally friendly products [
34,
35]. Consumers perceive that the welfare of farmed animals should be better protected [
36], despite the fact (at the same time) that they lack knowledge of intensive farming practices, and understanding of welfare problems in intensive production, including Spain [
19,
37]. The present results show that a substantial percentage of consumers do not know or do not consider the quality of life in daily consumption decisions, and less on animal welfare, as a part of sustainability, with these proportions being higher in cluster 2 (consumers with a restricted concept of sustainability). The last Eurobarometer [
38] highlighted the misuse of antibiotics, hormones, and steroids in farm animals, pesticide residues in food, and food additives. Safe warding of antibiotics paves the way to reduce the threat of AMR, which critically affects the ability to achieve the SDGs agenda. According to Jørgensen et al. [
39], the efforts to curb antibiotic and pesticide resistance are particularly linked to SDG 3 (good health and well-being) and SDG 12. The highest global antimicrobial consumption takes place in the food production animal sector in countries such as China, India, the USA, Brazil, and some European countries, including Spain, where antimicrobial consumption in pork production is largely concentrated in the NE region of Spain [
40]. Therefore, it is important to assess the sustainability of antimicrobial use in animal agriculture, and regulate it on a global and regional scale, for the sake of both human and animal health [
41].
4.2. Main Finding on Sustainable Food Consumption
The work is novel, since little is known about how consumers’ understanding of sustainability is manifested in their consumption decisions. Such segmentation provides a relevant reflection of the actual state of mind of the Spanish consumers, which has been undescribed up to date. It might help to find approaches to consumers through information, co-educational plans, and effective marketing strategies.
In some previous studies on consumer segments, extrinsic factors, such as product origin, and other related aspects, such as the production system or the environmental impact of manufacturing processes, were relevant elements in consumer purchasing decisions [
42,
43,
44,
45]. In the present study, product origin was one of the most relevant drivers (which also contributes to differentiating the two clusters) influencing purchasing decisions. The consumer of this study, more significantly from cluster 1, does not perceive food products that come from abroad as better products. At the same time, the consumer valued local and/or national products positively. Preferences on product origin have been widely related to perceived quality [
46], food security [
47], and decreased environmental impacts [
48]. Therefore, it is seen as an important determinant of quality and as a way to support local producers [
45]. A differentiated pattern is observed in the two regions under study in the present work. The SW consumers are more supportive of local products, which could be associated with a greater understanding and familiarity with the livestock activity (more popular in this region), or the sense of localness compared to the consumers from NE Spain. This sociodemographic differentiator has been shown to impact risk perceptions, benefits, and farm animal welfare elsewhere [
20], and it is especially linked to SDG 2 (use local products) and SDG 12 (responsible consumption and production).
In general, the consumers of this study have an environmental sensitivity to the issues of production and responsible consumption, showing foremost importance in factors such as the environment, recycling, and the conservation of natural resources at the promotion of sustainable production. These results are in line with the Spanish society’s awareness of the detrimental effects of intensive livestock systems [
36]. Many respondents agree with the statement that sustainable food products are safer and of better quality than conventional ones. The results showed a consumer in charge of the family diet, with high awareness of the health impacts of pesticides, use of GMOs, flavorings, and artificial additives. This is a consumer who tries to follow a Mediterranean diet, avoiding ultra-processed food products. There is a reluctance to the price of organic products that continues to be a barrier to shopping these products. López-Galán et al. [
49] indicated that neither social norms nor consumers’ concerns on health and the environment affect the intention to purchase organic food in Spain, but the price does have an impact. In fact, the greater explanatory power of the purchase intention for organic products on previous studies is to be the price. High prices are perceived as the biggest barrier for more than 40% of European respondents in other studies [
50,
51]. The consumers with a deeper concept of sustainability (cluster 1) seem to be less affected by meat price, as can be seen in the results of the conjoint analysis (
Table 7) and shopping practices (
Figure 1). Previous studies argued that a segment of potential consumers of organic food could be expanded if it is possible to increase the level of consumer’s knowledge about these products [
52]. However, in the Spanish context, there are more factors influencing purchasing decisions, such as income, education level, and consumers’ environmental consciousness [
49].
It is clear that branding is an essential factor in consumers’ purchasing decisions [
51]. The brand name has a strong influence on the perceived quality and consumer buying behavior in the organic food market [
53]. In this sense, the consumption of fair-trade products has been gaining acceptance, due to the growing interest in business ethics [
51]. Tools that reduce the negative impact of food companies on labor, social and environmental rights, stimulate producers and consumers to produce and consume more sustainably, respectively [
54]. However, on the basis of the results of the present study, fair-trade products are not yet well known by consumers. There is a high percentage of consumers who punish food companies for not investing in corporate social responsibility or claiming environmentally friendly procedures [
55]. Although the figures for this study show that the youth can lead the way to sustainable consumption, the adoption of ethical consumption by Spanish consumers remains low [
55].
In the conjoint analysis, the equal importance given to the breed (siding local breeds) and production system (pro-extensive system preference) of cluster 1 lines up with more sustainable production. The production of traditional food products is often closely related to less-intensive production systems that typically rely on local resources, and, as such, play important roles in the conservation of agroecosystems, including local livestock breeds [
45]. In fact, by putting the two frequencies together, the consumers from cluster 1 have a good image of the Iberian pig, as elsewhere reported [
56,
57]. The influence of the information on the local production on consumer expectations was also reported by Vitale et al. [
45]. Cluster 2 gives greater importance to the breed (Iberian) than to the production system. This difference in cluster 2 suggests that the predilection towards Iberian products is based on the quality of these products (extra sensorial and nutritional qualities), as suggested by other researchers [
58], and less arguably by the traditional husbandry [
59,
60]. In general, price is the least important attribute assigned by the consumers in the study. Thus, the consumption of pork products in these groups (shopping practices) agrees with the results of the conjoint analysis. While there are no differences in consumption between the clusters when it comes to meat or pork generic products (cheaper products), it is, however, observed in those from Iberian pigs. Economic factors, more than food sustainability characteristics, are commonly considered by the population. The consumers from cluster 1 are consuming expensive products more often. Although the consumers from both of the clusters prefer cheaper prices, cluster 1 gives less importance to the price, consuming more Iberian products. It is also worth noting that the majority of the population has in mind that Iberian products are “more sustainable” because they have the image of the pig in the pasture [
56], when, in fact, most of the Iberian production is intensive (65%) and only one-third is reared under extensive management [
61].
The ever-changing perspectives on how consumers shop and embrace social causes in alignment with their personal values are the reason to combine consumer preference and shopping practices in this study. The results were the most coherent possible, by accounting for their preference in the analysis of the shopping practices of the animal products in this study. The consumers from cluster 1 are adopting more sustainable practices, by going to the local butchers and markets and escaping from packaged food. They often buy Iberian pork products and, less often, pork products. However, it is also true that cluster 2 is built up with consumers with a less-expanded concept of sustainability. Consumers concerned about ethical, environmental, and health issues, and with a “local” orientation in the food market, are more likely to buy organic food [
62], as observed in this study. These social considerations may provide a basis for identifying common goals to further develop the organic food system.
By analyzing the influence of demographic characteristics in this study, the place of residence has brought the most remarkable differences that might require the strengthening of food system urban–rural linkages. Thus, cultural diversity and the urban model of citizens (more specifically in the NE region) should be considered by policymakers, since it can be relevant when developing marketing strategies. Second, the age of the consumers requires special attention (and consequently the implications on educative programs). The research focused on analyzing the attitudes and behaviors of this segment is still extremely limited, especially in Spain. Nevertheless, the findings are of great importance for all of the agents (NGOs, companies, and public powers) who are interested in promoting ethical consumption. The young consumers were chosen as they are more sensitive to the current trends, as well as the fact that they are the foundation for future market development. Efforts should, therefore, be taken to transfer knowledge in the next generations, creating conscious and ethical consumers. Regarding the significance of treats every day on young people in this study, consumers are now driven by “micro-needs” that reveal their desires for specific products or attributes that conform what they consider important or valuable. Third, women show a more pro-healthy diet and safe product behavior in their consumption decisions. Although significant differences were only observed in some behaviors, it is important to mention that in Spain, still today, women are in charge of most of the food shopping [
63] and cooking at home. Finally, the lack of heterogeneity (significant associations), in terms of education level throughout the different outcomes explored, is quite astonishing. Even though current societies are the most developed and informed, there is still uncertainty about what specific dietary recommendations should be followed [
63]. González-García et al. [
64] claimed the incorporation not only of health, but also of environmental indicators, on dietary options in the Spanish national dietary guidelines, to promote their adhesion to balance and sustainable dietary habits.
4.3. Research Limitations and Further Studies
This study has two main limitations, detailed in Garcia-Gudiño et al. [
29], since they are part of the same study. In brief, the primary limitation is a bias in the sample of the participant consumers, especially in the SW region. As explained before, the young consumers were over-represented and this could have biased the results, since age has been significant in some questions. Biases in other consumers’ characteristics, such as the high number of consumers with a high educational level, the high number of public employees, and the low percentage of unemployed consumers, might also affect the results, to a lower degree, since they have less importance in the responses. Larger studies should be executed, because the sample of respondents in this study was small, while identifying typologies requires research on representative samples.
Another shortcoming is related to the layout of the questionnaire. Because the questionnaire was part of a wider study, the questions were grouped by blocks to simplify the reading and, consequently, reduce the fatigue in answering the questionnaire.
Further studies are needed, to include a less biased and higher number of consumers. Moreover, it would have been of interest to know the attitudes of the consumers towards sustainability when information is provided, in order to perform an integrated understanding of livestock activity, and therefore of the individual awareness of the ethical and ecological implications. Thus, based on the results of this study, it would be beneficial to study the main barriers that are preventing the transition of sustainability values into actions.