Sustainability labels on food products: Consumer motivation, understanding and use
Sustainability labels on food products: Consumer motivation, understanding and use
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DOI：
10.1016/j.foodpol.2013.12.001
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发表时间：
2014-02-01
期刊：
影响因子：
6.5
通讯作者：
Wills, Josephine
中科院分区：
文献类型：
--
作者：
Grunert, Klaus G.;Hieke, Sophie;Wills, Josephine
本研究调查了消费者动机，理解和使用食品上的可持续性标签（包括环境和道德标签）之间的关系，这些标签越来越多地出现在食品上。通过在英国、法国、德国、西班牙、瑞典和波兰实施的在线调查收集数据，总样本量为4408名受访者。答复者对一般层面的可持续性问题表示了中高度到高度的关注，但对具体食品选择的关注程度较低。对可持续性概念的理解有限，但对四个选定的标签（公平贸易，雨林联盟，碳足迹和动物福利）的理解更好，因为其中一些似乎是不言自明的。结果表明，使用水平较低，无论使用是作为自我报告的使用不同类型的信息在食品标签上或作为使用推断的结果选择为基础的联合分析。分层回归表明，使用相关的动机和理解，动机，理解和使用的人口特征，人类价值观的测量施瓦茨价值领域，和国家差异的影响。研究结果表明，可持续性标签目前在消费者的食品选择中并没有发挥重要作用，未来这些标签的使用将取决于消费者对可持续性的普遍关注在多大程度上可以转化为实际行为。(C)2013作者由爱思唯尔有限公司出版。保留所有权利。
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. (C) 2013 The Authors. Published by Elsevier Ltd. All rights reserved.