> In Europe food generally costs more

Is this actually true?

As to your general point, I don't think the blame can lie with the consumer as the consumer almost always does not have the expertise to recognize quality and understand the consequences of buying lower quality. Nor can you expect everyone to be an expert in everything. Without that expertise, buying a more expensive product is a gamble while a lower priced one is at least a known quantity even if it isn't the theoretically best deal.