Consumers' perceptions of individual and combined sustainable food labels: a UK pilot investigation

• Published in: International journal of consumer studies Vol. 37; no. 2; pp. 143 - 151
• Main Authors: Sirieix, Lucie, Delanchy, Marion, Remaud, Hervé, Zepeda, Lydia, Gurviez, Patricia
• Format: Journal Article
• Language: English
• Published: Oxford, UK Blackwell Publishing Ltd 01.03.2013; Wiley
• Subjects: Climate; Competition; Consumer; Consumer behavior; Consumers; Descriptive labeling; Economic theory; Economics and Finance; Export-import trade; Familiarity; focus groups; Food; Food products; Greenwashing; Humanities and Social Sciences; International trade; Investigation; Labels; Nutrition; Organic produce; Perception; Perceptions; Policy making; Social justice; Studies; Sustainability; Sustainable development; trust; United Kingdom; United Kingdom > UK; British Isles; trust; consommation durable; sustainability; consumer; focus group
• ISSN: 1470-6423; 1470-6431
• DOI: 10.1111/j.1470-6431.2012.01109.x

Consumers are faced with an increasing number of sustainable food labels. These different labels may be complementary or add to the increasing competition of product information in consumers' minds. We investigate: (1) the perceptions that consumers in the UK have about sustainable labels vs. other labels, such as origin or nutrition labels; and (2) consumers' reactions to combinations of different sustainable labels. Overall, the findings from two focus groups conducted in the UK indicate that consumers have positive perceptions of organic and fair trade labels but tend to be sceptical about unfamiliar labels and general claims such as ‘climate friendly’. The results also indicate the importance of familiarity, trust and fit between combinations of labels as well as between associating a label with a brand. While the combination of certain labels can enhance the value of a food product, this study also indicates that other label combinations (e.g. private and sustainable label) can detract from a label's value. Implications and recommendations are suggested for managers to counter the image of greenwashing, and for policy makers to facilitate sustainable food choices.