Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Unmasking the Green Consumer: Deciphering the Cognitive Landscape of Conscious Consumption through Carbon Food Labels and the Strive for Sustainable Progress

Jidorf, Axel LU and Eriksson, Teodor LU (2023) BUSN09 20231
Department 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:
author
Jidorf, Axel LU and Eriksson, Teodor LU
supervisor
organization
course
BUSN09 20231
year
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}},
}