Hahn, Carina (2023) Die Moral endet am Regal? Intra-sustainability Trade-offs Between Food Labels: The Role of Values and Product Type. Bachelor thesis, Global Responsibility & Leadership (GRL).
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Abstract
A variety of food labels has been introduced to simplify sustainable food choices. Still, their sheer amount can cause confusion, trust issues and information overload for consumers. Those might focus consequently only on some labels, that are in line with their values and trust, while ignoring others. Thus, the question arises whether customer choices for food products are impacted by intra-sustainable trade-offs between food labels and what role values and product type play. A study was conducted with 353 German participants and measured the interaction between the German organic label, Fairtrade and Nutri-Score. The results of the choice experiment and the qualitative analysis show that most consumers are aware of possible trade- offs and not consciously influenced by them. In fact, most consumers focused on one sustainability dimension per product which was also their primary decision-making factor when choosing a label combination. The participants had specific associations per label and product and tried to match those in order to make coherent decisions. Findings suggest the presence of cognitive biases in this categorization process which lead consumers to over evaluate certain label attributes. Still, the combination of the German organic label and Fairtrade reduced possible intra-sustainability trade-offs for the majority of participants and was for all product types a preferred choice. Overall, the role of product type has to be considered better in current research as label choices are significantly dependent on those. Implications for the development of holistic and multi-level labels were found since value-congruent appeals might be more effective allowing a higher transparency.
| Item Type: | Thesis (Bachelor) |
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| Name supervisor: | Garzon Lopez, C.X. |
| Date Deposited: | 12 Sep 2023 09:36 |
| Last Modified: | 12 Sep 2023 09:36 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/255 |
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