Food Policy Volume 44: Sustainability labels on food products: Consumer motivation, understanding and use

The stuy investigates the relationship between consumer motivation, understanding and use of sustainability environmental and ethical labels on food products.

The European Commission identified 129 public and private sustainability-related food information schemes available at the EU or national levels whereby a number of public and private initiatives have started communicating sustainability-related information about food to their consumers. The collection of data used in the study took place in the UK, France, Germany, Spain, Sweden, and Poland as an online survey.

Key Findings:

•Consumers link the term ‘sustainability’ mostly to environmental issues.
•At the general level, consumers express concern with environmental issues.
•At the product-related level, this concern diminishes.
•Consumers have limited awareness of sustainability labels, but can guess their meaning.
•Level of use of sustainability labels is low.

The study implies that sustainability is an abstract concept aso people may attach different meanings to it. All in all the results show that sustainability labels currently do not play a major role in consumers’ food choices. 

More information: Science Direct

Tags: Agriculture and food | Consumer

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