Ärlighet varar längst : Miljömärkningar och grön marknadsföring på livsmedelsförpackningar ur ett konsumentperspektiv

Sammanfattning: The purpose of this study is to investigate and gain a better understanding of the consumer's point of view of visual sustainability communication with a primary focus on eco-labels on food products. The study will further look into if an environmentally conscious consumer has the ability to make sustainable choices with the guidance of food packaging information. The aim of this study was to answer the question through a questionnaire survey and in further in-depth interviews with comparative visual analysis material of food packaging: Does an environmentally conscious consumer have the ability to make sustainable choices with the support of food packaging information? Based on data collected from the survey and the interviews there are many pitfalls for the consumer when choosing sustainable products because of a number of heuristics that are taken into account. Price and brand still play a big role in purchasing decisions. However, this study showed that there is a desire to act more sustainably. It also showed that there is a need for a new perspective of sustainability and how it is presented on food products. Eco-labels are of great importance, but as for the conclusion: the consumer needs more information to know whether sustainability claims are true or not.