Title: Collaborative Solutions: Cross Disciplinary Approaches to Achieve Global Sustainability Goals
Editors: Dr. Gautam Agrawal, and Dr. Swati Singh
ISBN: 978-81-69857-19-2
Chapter: 2
DOI: https://doi.org/10.59646/765/2
Authors: Ms. Atreyee Banerjee, Parnika Gupta, Chirag Chauhan, and Jasleen Kaur
Abstract
The Quick Service Restaurant (QSR) industry is undergoing a noticeable transformation as sustainability becomes a growing concern among both businesses and consumers. This study explores how the concept of “farm to fork” and sustainable sourcing practices are influencing menu design, consumer perception, and operational strategies within QSRs. Drawing on existing literature and primary data, the research examines the shift from traditional fast-food models toward more health-conscious, environmentally responsible offerings. The findings suggest that consumers are increasingly aware of issues such as local sourcing, organic ingredients, and sustainable packaging, and this awareness is shaping their preferences and purchasing behaviour. Many respondents expressed a clear inclination toward healthier and more sustainable menu options, indicating that sustainability is no longer just a trend but an expectation. At the same time, the study highlights how QSRs are adapting by incorporating local sourcing strategies, improving supply chain transparency, and aligning with broader sustainability goals. The research also identifies key gaps, particularly in understanding the financial implications of sustainable sourcing and the long-term impact on consumer loyalty. While sustainability initiatives contribute positively to brand perception and societal well-being, their adoption often depends on feasibility, cost, and business priorities. Overall, this paper emphasizes that sustainable sourcing is not only reshaping QSR menus but also redefining the relationship between food, consumers, and the environment. It concludes that a balanced approach—integrating economic viability with environmental and social responsibility—is essential for the future growth and resilience of the QSR sector.
Keywords: Sustainable Sourcing, Quick Service Restaurants (QSRs), Farm-to-Fork Approach, Consumer Perception