Konsumentens gröna livsmedelskompass

Sammanfattning: This study aimed to get a better understanding for how packaging design, brand and certifications guide Swedish consumers when choosing between different ecological food products. The study further investigated how brands could use packaging design and a certification strategy as a way to advertising the brand and the food as ecological. By using both quantitative and qualitative methods in form of online survey and two semi-structured interviews, the study got a two-sided perspective on the subject. The results from the online survey collected answers from 100 Swedish respondents during a time period of two weeks. By comparing the packaging design of brands selling only ecological food products and brands selling both ecological and non-ecological food products, the later one more often used typical ecological design element on their packaging. From the survey a conclusion was made that there were a difference between what kind of information consumers wanted and what was important for them when choosing ecological food. Both certification and the word ecological on the package were listed highest regarding what was of most importance when choosing ecological food products and close thereafter was the brand listed. Nearly the same results was given regarding what information was of most importance, but here the brand came after factors such as origin and list of contents. Despite that, packaging design, certification strategy, and brand is still of outermost relevance for Swedish consumers when buying ecological food products.