Simplification of Sustainability Communication and Enhancing Consumer Understanding of Sustainable Food Products via Food Labels

Abstract

Food consumption is one of the main areas of concern if we should become successful in creating a sustainable future. However, there are diverse views on what sustainability is, and consumers have varied knowledge and commitment to consuming sustainable food. The aim of this thesis is to investigate the impact of consumer understanding of food labels on sustainable purchase behaviour and to explore strategies for simplifying food labels to enhance consumer comprehension and encourage more sustainable choices. The empirical data consists of an online survey, a literature review, focus groups, and in-depth interviews with consumers and representatives of legal authorities and the food industry.
The results from both the quantitative and qualitative data indicate that customers are in contact with labels on a regular basis, however, a sizable fraction never examine them at all. To increase consumer involvement, sustainability communication should be redesigned to make it more logical and engaging. Simplifying the language, carefully placing labels, and using available technologies such as QR codes and digital platforms are important for clear, consistent labels. There is also a need for centralized, uniform labeling guidelines to increase customer understanding and confidence.
Notable nationality and gender differences in label comprehension and sustainability preferences highlight the significance of customized communication tactics aimed at different consumer groups. Furthermore, the impact that cultural origins and educational experiences have on opinions on sustainability highlights the necessity of using nuanced, culturally sensitive communication strategies in order to effectively connect with a variety of customer cohorts.
Future initiatives should focus on clear, bold labelling, transparent marketing strategies, educational resources, and the integration of digital information systems. By addressing the identified barriers and preferences, producers, marketers, and policymakers can foster more sustainable and environmentally responsible consumer behaviour in Europe.

Popular Abstract

Simplification of Sustainability Communication and Enhancing Consumer

Understanding of Sustainable Food Products via Food Labels
There is a growing interest in how food labels can effectively communicate sustainability messages due to the increased knowledge of environmental issues and the influence of consumer decisions on sustainability. In my master's thesis, I explored the simplification of sustainability communication and its enhancement of consumer understanding of sustainable food products through food labels. This research was structured around several key questions aimed at understanding consumer comprehension and purchase behaviours, the barriers they face, the effectiveness of different communication strategies on labels, cultural and regional variations in interpretation, and ways to enhance the credibility and effectiveness of food labels.
To address these questions a structured methodology was employed consisting of an extensive literature review, an online survey, focus group discussions, and in-depth interviews. This multi-method approach allowed for a comprehensive analysis of consumer attitudes, behaviors, and perceptions regarding food labels and sustainability.
Consumer Engagement and Comprehension:
The research revealed significant insights into consumer purchasing habits and their perceptions of food labels. While a majority of consumers engage with food labels regularly, a notable proportion only sometimes or never read them. This indicates a critical need to make sustainability communication via food labels more intuitive and compelling. Enhancing label visibility and clarity could potentially increase the frequency with which consumers read and use this information, fostering more informed purchasing decisions.
Price emerged as the primary consideration for consumers when selecting food products, underscoring the importance of affordability as a barrier to sustainable consumption. Specific ingredient details, nutritional information, and product longevity were also prioritized, reflecting a strong consumer interest in health and well-being. Consumers valued transparency regarding the country of origin, brand loyalty, and product quantity. However, skepticism towards claims such as 'no sugar added' and 'less fat' suggested distrust or indifference toward these assertions. The research identified distrust in sustainability claims as a major barrier to purchasing eco-labeled products. A lack of knowledge further compounded these issues, highlighting the necessity for more transparent and educational marketing strategies to build consumer confidence and understanding.
Cultural and regional variations were significant in influencing the interpretation of food labels in the context of sustainability. Swedish participants exhibited a higher level of awareness and understanding of sustainability labels compared to non-Swedish participants, who faced language barriers and relied more on brand familiarity and taste. This indicated the need for culturally tailored and accessible education campaigns to improve the understanding of food labels among all consumers. Skepticism towards certain labels, such as "no sugar added" and other greenwashing tactics, was common among participants. There was a consensus on the need for clearer and more transparent labeling, with a preference for fewer, more meaningful labels that are easy to understand and trust. The research suggested that regulatory bodies play a crucial role in enhancing the clarity and trustworthiness of sustainability labels through standardization and consistent communication.
The findings from this research can be applied in various ways:
Regulatory bodies can use the insights to develop standardized, clear, and transparent food labeling systems.
Marketers and producers can design more effective sustainability communication strategies that align with consumer preferences.
Educational campaigns can be tailored to address specific barriers and improve consumer understanding of sustainability labels.
Retailers can enhance in-store communication and visibility of sustainable products.
Surprising Details:
One surprising detail was the demand of a consumer to reveal the location of packaging aside from the place of origin of the food product. Another interesting aspect was regarding the categorization of products and how the category decides the mode of labelling. For example, for everyday essentials, consumers may care about the sugar, saturated fat, and sodium contents and opt for color-coded traffic light labels. But for special treats like desserts, they do not bother to actively sort them out. Additionally, the research revealed that specific demographic factors, such as nationality and educational background, significantly affect the prioritization of label information. For example, Indian nationals residing in Sweden exhibited a strong inclination towards purchasing whole foods over processed ones, while participants from Turkey, Ghana, Nigeria, and Croatia focused more on specific sustainability aspects such as chemical-free ingredients and fair wages to farmers.
In summary, this research provides valuable insights into consumer perceptions, awareness, and behaviors regarding sustainable food labels. By addressing key barriers and enhancing the clarity, transparency, and standardization of food labels, regulatory bodies, marketers, and producers can significantly improve consumer engagement and support for sustainable purchasing decisions. The findings highlight the importance of culturally tailored education campaigns and the need for affordable and trustworthy eco-labeled products to promote more sustainable consumption patterns.

• author: Bhattacharyya, Angeera
• supervisor: Håkan Jönsson; Peter Wennström
• organization: Food Technology and Nutrition (M.Sc.)
• course: KLTM02 20241
• year: 2024
• type: H2 - Master's Degree (Two Years)
• subject: Agriculture and Food Sciences
• keywords: Sustainability, Food consumption, Food labels, Consumer behaviour, Food engineering, nutrition and food chemistry
• language: English
• id: 9159959
• date added to LUP: 2024-06-11 10:29:53
• date last changed: 2024-06-11 10:29:53