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

TLDR

Consumers face an increasing number of sustainable food labels, which may be complementary or add to the competition of product information in consumers' minds. The study investigates UK consumers' perceptions of sustainable labels versus other labels and their reactions to combinations of sustainable labels. Focus groups revealed that UK consumers view organic and fair‑trade labels positively but are skeptical of unfamiliar or generic claims, and that familiarity, trust, brand fit, and label combinations can either enhance or diminish perceived value, prompting recommendations to counter greenwashing and support sustainable choices.

Abstract

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.