Evaluating Consumer Understanding of the Swedish Meat Guide-A Multi-layered Environmental Information Tool Communicating Trade-offs When Choosing Food

Sammanfattning

To facilitate the choice of more sustainable animal-based products in the diet, a Swedish meat guide providing complex, multi-layered environmental information to non-experts has been developed. This study evaluated reception of this guide by consumers. In five focus groups, participants ("interested consumers") carried out a joint environmental and animal welfare ranking assignment to test understanding and use of the guide. The type and detail of indicators (e.g. carbon footprint) in the meat guide suited the audience. The guide stimulated discussion on ethical issues and quality aspects of meat, revealed perceived obstacles to reducing meat consumption and provided an understanding that any food product chosen comes with trade-offs.

Nyckelord

Environmental information; sustainable food consumption; consumer guidance; meat guide; food

Publicerad i

Environmental Communication
2019, Volym: 13, nummer: 1, sidor: 87-103 Utgivare: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD

SLU författare

• Spendrup, Sara

  • Institutionen för människa och samhälle, Sveriges lantbruksuniversitet
    

• Röös, Elin

  • Institutionen för energi och teknik, Sveriges lantbruksuniversitet
    

Globala målen

SDG2 Ingen hunger
SDG12 Hållbar konsumtion och produktion


UKÄ forskningsämne

Nationalekonomi


Publikationens identifierare

DOI: https://doi.org/10.1080/17524032.2017.1308402

Permanent länk till denna sida (URI)

https://res.slu.se/id/publ/97826