Spendrup, Sara
- Department of People and Society, Swedish University of Agricultural Sciences
Research article2019Peer reviewed
Evaluating Consumer Understanding of the Swedish Meat Guide-A Multi-layered Environmental Information Tool Communicating Trade-offs When Choosing Food
Spendrup, Sara; Roos, Elin; Schutt, Emma
Abstract
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.
Keywords
Environmental information; sustainable food consumption; consumer guidance; meat guide; food
Published in
Environmental Communication
2019, volume: 13, number: 1, pages: 87-103
Publisher: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
SLU Authors
Röös, Elin
- Department of Energy and Technology, Swedish University of Agricultural Sciences
- Department of Energy and Technology, Swedish University of Agricultural Sciences
Global goals (SDG)
SDG2 Zero hunger
SDG12 Responsible consumption and production
UKÄ Subject classification
Economics
Publication identifier
- DOI: https://doi.org/10.1080/17524032.2017.1308402
Permanent link to this page (URI)
https://res.slu.se/id/publ/97826