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Displaying sustainability related information on meals : the role of design and information depth from a consumer's perspective

  • Food labels are able to support consumers in making more sustainable food choices in out-of-home consumption situations. Thereby, the effect of changing consumption behaviour depends on the format of food labels and on the information it provides. In order to assess the importance of the amount of information as well as the design of food labels displaying sustainability aspects, we test different formats of food labels using a best-worst choice design. So far, no research tested a variation of information depth while keeping label designs fixed. We find clear preferences across both dimensions. Results indicate that consumers regard labels with a higher information depth as more helpful in order to choose a sustainable meal. For the labelFood labels are able to support consumers in making more sustainable food choices in out-of-home consumption situations. Thereby, the effect of changing consumption behaviour depends on the format of food labels and on the information it provides. In order to assess the importance of the amount of information as well as the design of food labels displaying sustainability aspects, we test different formats of food labels using a best-worst choice design. So far, no research tested a variation of information depth while keeping label designs fixed. We find clear preferences across both dimensions. Results indicate that consumers regard labels with a higher information depth as more helpful in order to choose a sustainable meal. For the label design it became obvious that the slider-design is preferred over footprints and traffic light label design.show moreshow less

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Metadaten
Document Type:Conference Object
Author:Nina Langen, Mounaim Rhozyel, Christine Göbel, Melanie Speck, Tobias Engelmann, Holger Rohn, Petra Teitscheid
URN (citable link):https://nbn-resolving.org/urn:nbn:de:bsz:wup4-opus-67392
Editor:Jivka Deiters
Publisher:CentMa, Internat. Center for Management, Communication and Research
Place of Publication:Kiel
Year of Publication:2017
Language:English
Source Title (English):Proceedings in System Dynamics and Innovation in Food Networks 2017
DOI:https://doi.org/10.18461/pfsd.2017.1737
First Page:349
Last Page:359
Release Date:2017/07/11
Division:Nachhaltiges Produzieren und Konsumieren
Dewey Decimal Classification:600 Technik, Medizin, angewandte Wissenschaften
OpenAIRE:OpenAIRE
Licence:License LogoCreative Commons - Namensnennung-Nicht kommerziell