Unlocking consumer power to address antimicrobial resistance

Antimicrobial resistance is one of the biggest threats to global health, making infections harder to treat and putting millions at risk. A new study suggests that consumers have an important role to play, highlighting why efforts to combat antimicrobial resistance in the food chain have been ineffective: a lack of accountability.

Human behaviour is one of the drivers behind the development of drug resistance. A study published in Social Responsibility Journal suggests the responsibility for antimicrobial resistance should be shared between different stakeholders. According to the authors, the current strategies to slow the development of antimicrobial resistance have failed to address the social reasons behind inaction. In order to combat antimicrobial resistance, they call for clearer roles and responsibilities across sectors.

“Policymakers, producers, retailers, and consumers must collaborate to create real change. We suggest joint platforms where these groups can work together to promote sustainable antibiotic practices using a combination of top-down regulations and consumer pressure,” says Mirko Ancillotti, researcher at the Centre for Research Ethics & Bioethics at Uppsala University, and one of the authors of the study.

In the fight against antimicrobial resistance, the role of consumers is often overlooked, and they are often viewed as passive. The authors suggest that consumers actually have the power to influence markets, policymakers, and public health, and have the power to push for change by demanding transparency and responsible antibiotic use in food production.

According to the authors, there are challenges consumers have to overcome to be able to wield this power. Many consumers lack knowledge about antimicrobial resistance, face barriers in food choices, or fail to act on their intentions. To fill this gap, quick fixes like one-time awareness campaigns are not enough. According to the authors, knowledge should be transferred through long-term strategies such as public education, better communication, and policies that empower consumers.

Do you want to know more? Read the article: Nordvall, A-C., Ancillotti, M., Oljans, E., Nilsson, E. (2025). Antimicrobial resistance and the non-accountability effect on consumers’ behaviour. Social Responsibility Journal. DOI: 10.1108/SRJ-12-2023-0721


By Fanny Klingvall