Unmasking the Green Consumer: Deciphering the Cognitive Landscape of Conscious Consumption through Carbon Food Labels and the Strive for Sustainable Progress
(2023) BUSN09 20231Department of Business Administration
- Abstract
- This thesis explores the behavioural effect of carbon labels on conscious food consumption. A
constantly increasing awareness of sustainable challenges, transparency for stakeholders and
constant development of regulatory guidelines for food labelling communication raise a need
for further consumer understanding.
By assessing previous observational and quantitative findings on food products' environmental
labelling, a need for a more nuanced consumer understanding of the topic was identified.
Therefore, this study builds on previous research by adding a qualitative dimension by utilising
focus groups of young, highly educated, conscious consumers.
The findings of this study indicate that conscious consumers, despite the... (More) - This thesis explores the behavioural effect of carbon labels on conscious food consumption. A
constantly increasing awareness of sustainable challenges, transparency for stakeholders and
constant development of regulatory guidelines for food labelling communication raise a need
for further consumer understanding.
By assessing previous observational and quantitative findings on food products' environmental
labelling, a need for a more nuanced consumer understanding of the topic was identified.
Therefore, this study builds on previous research by adding a qualitative dimension by utilising
focus groups of young, highly educated, conscious consumers.
The findings of this study indicate that conscious consumers, despite the scepticism of the
nature of underlying motives in label creation, associate additional environmental
communication positively. In line with previous literary contributions, the results from this
study advocate for standardised, simple, and gradable colour-coded designs of future carbon
labels. Furthermore, the sample group desires increased transparency through additional
information on carbon labels. However, the advantage of increased transparency is argued to
be compromised by a decrease in progress efficiency. Finally, this study indicates that current
regulatory guidelines are not up to date with the demands of information of particular
stakeholders. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9120950
- author
- Jidorf, Axel LU and Eriksson, Teodor LU
- supervisor
- organization
- course
- BUSN09 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9120950
- date added to LUP
- 2023-09-12 13:24:33
- date last changed
- 2023-09-12 13:24:33
@misc{9120950, abstract = {{This thesis explores the behavioural effect of carbon labels on conscious food consumption. A constantly increasing awareness of sustainable challenges, transparency for stakeholders and constant development of regulatory guidelines for food labelling communication raise a need for further consumer understanding. By assessing previous observational and quantitative findings on food products' environmental labelling, a need for a more nuanced consumer understanding of the topic was identified. Therefore, this study builds on previous research by adding a qualitative dimension by utilising focus groups of young, highly educated, conscious consumers. The findings of this study indicate that conscious consumers, despite the scepticism of the nature of underlying motives in label creation, associate additional environmental communication positively. In line with previous literary contributions, the results from this study advocate for standardised, simple, and gradable colour-coded designs of future carbon labels. Furthermore, the sample group desires increased transparency through additional information on carbon labels. However, the advantage of increased transparency is argued to be compromised by a decrease in progress efficiency. Finally, this study indicates that current regulatory guidelines are not up to date with the demands of information of particular stakeholders.}}, author = {{Jidorf, Axel and Eriksson, Teodor}}, language = {{eng}}, note = {{Student Paper}}, title = {{Unmasking the Green Consumer: Deciphering the Cognitive Landscape of Conscious Consumption through Carbon Food Labels and the Strive for Sustainable Progress}}, year = {{2023}}, }