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

Lucie Sirieix, Marion Delanchy, Hervé Remaud, Lydia Zepeda and Patricia Gurviez
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Marion Delanchy: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier
Lydia Zepeda: Department of Consumer Science - University of Wisconsin-Madison
Patricia Gurviez: GENIAL - Ingénierie Procédés Aliments - INRA - Institut National de la Recherche Agronomique - AgroParisTech - CNAM - Conservatoire National des Arts et Métiers [CNAM] - IRSTEA - Institut national de recherche en sciences et technologies pour l'environnement et l'agriculture

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Abstract: 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.

Keywords: consommation durable; consumer; focus group; trust; sustainability (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (39)

Published in International Journal of Consumer Studies, 2013, 37 (2), pp.143-151. ⟨10.1111/j.1470-6431.2012.01109.x⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01000413

DOI: 10.1111/j.1470-6431.2012.01109.x

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