Sustainability labels on food products: Consumer motivation, understanding and use

• Published in: Food policy Vol. 44; pp. 177 - 189
• Main Authors: Grunert, Klaus G., Hieke, Sophie, Wills, Josephine
• Format: Journal Article
• Language: English
• Published: Kidlington Elsevier Ltd 01.02.2014; Elsevier Science Ltd
• Subjects: Alliances; Animals; Consumer behavior; Consumer behaviour; Consumers; Demographics; Descriptive labeling; Environmental impact; Ethics; Export-import trade; Food; Food labelling; Food policy; Food products; Foods; France; Germany; Labelling; Labels; Motivation; Rain forests; Regression; Regression analysis; Social justice; Spain; Surveys; Sustainability; Sustainable development; Sweden; United Kingdom; Welfare economics; Poland; Sweden; France; British Isles; Germany; Spain; Food labelling; Consumer behaviour; Sustainability
• ISSN: 0306-9192; 1873-5657
• DOI: 10.1016/j.foodpol.2013.12.001

•Consumers link the term ‘sustainability’ mostly to environmental issues.•At the general level, consumers express concern with environmental issues.•At the product-related level, this concern diminishes.•Consumers have limited awareness of sustainability labels, but can guess their meaning.•Level of use of sustainability labels is low. This study investigates the relationship between consumer motivation, understanding and use of sustainability labels on food products (both environmental and ethical labels), which are increasingly appearing on food products. Data was collected by means of an online survey implemented in the UK, France, Germany, Spain, Sweden, and Poland, with a total sample size of 4408 respondents. Respondents expressed medium high to high levels of concern with sustainability issues at the general level, but lower levels of concern in the context of concrete food product choices. Understanding of the concept of sustainability was limited, but understanding of four selected labels (Fair Trade, Rainforest Alliance, Carbon Footprint, and Animal Welfare) was better, as some of them seem to be self-explanatory. The results indicated a low level of use, no matter whether use was measured as self-reported use of different types of information available on food labels or as use inferred from the results of a choice-based conjoint analysis. Hierarchical regression indicated that use is related to both motivation and understanding, and that both motivation, understanding and use are affected by demographic characteristics, human values as measured by the Schwartz value domains, and country differences. 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.