Research: Sustainability labels currently do not play a major role in consumers’ food choices
Sustainability labels give consumers the opportunity to take into account environmental and ethical considerations when making food choices. Researchers at Aarhus University in Denmark investigated the relationship between consumers motivation, understanding and use of sustainability labels (both environmental and ethical), which are increasingly appearing on food products.
The results imply that sustainability labels currently do not play a major role in consumers’ food choices, and future use of these labels will depend on the extent to which consumers’ general concern about sustainability can be turned into actual behaviour. An article about the research is published in Food Policy.
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