Kosterman, M.A.E.J (2022) Nudging sustainable food consumption: a Dutch case study. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
Nowadays, global society uses more resources and creates more pollution than the Earth can handle, leading to adverse effects such as global warming. The environmental harm can be reduced when individuals change their eating habits towards sustainable food products. One way to encourage people to make sustainable food choices is by nudging. This study aims to gain insight into nudges or combinations of nudges on eco-friendly food products that stimulate sustainable food consumption among Dutch consumers. The data is collected through a case study with Holie, a Dutch sustainable breakfast brand. Using data from two focus group discussions with Holie's target group, this study shows that sustainable food consumption can be encouraged when food packaging consists of two nudging techniques: traffic light labels of carbon emissions and injunctive norm labels. However, both labels must contain visual and textual information. In the context of traffic light labels, participants are encouraged when there is a textual quantification of the product's environmental impact combined with a symbol of a footprint or a leaf. Participants are triggered by injunctive norm labels when they receive textual confirmation that they are making a positive quantified contribution to the world combined with a smiley symbol.
| Item Type: | Thesis (Master) |
|---|---|
| Name supervisor: | Jong, G. de |
| Date Deposited: | 09 Sep 2022 10:15 |
| Last Modified: | 09 Sep 2022 10:15 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/196 |
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