Mat, mentala avstånd och miljömärkningar En online enkätundersökning för att jämföra och analysera konsumenters kunskap om miljömärkningar
Sammanfattning: Since consumers in Sweden usually access food through commodified markets, where severalproducts have been produced at a great spatial distance from the market, there is a mental distancebetween consumers and food production. In other words, consumers have a knowledge gap aboutthe foods’ social, ecological and economic conditions.Eco-labels aim to provide consumers with environmental information, however, some limitationsis hampering the knowledge situation. This thesis aimed to increase the understanding of consumerknowledge about eco-labels by comparing and analysing the knowledge of Swedish consumersaged 18-75 years about the criteria included in the KRAV-label and the EU organic label of eggs.By using a strategic sample strategy, 187 participants were gathered via Facebook.The participants answered an online survey whose results were presented quantitatively. The survey tested both the subjective and the objective knowledge of the eco-labels criteria, which corresponds to what consumers think they know and the knowledge that matches reality, respectively. The results showed that the subjective and objective knowledge was higher for the KRAV-label than for the EU organic label. The differences were shown to be affected by the higher degree of recognition and trust in the KRAV-label. Furthermore, those of higher age, a greater interest in food, the environment and animal welfare, and living in a county with a greater density of companies with hens were shown to have higher subjective and objective knowledge. From a broader perspective, the study showed that eco-labelling is only somewhat effective in overcoming the mental distance since participants were to a greater extent uncertain about the labelling criteria than they had both objective and subjective knowledge.However, there are limitations to the study that need attention, such as a limited sample strategy, an overrepresentation of survey questions regarding animal welfare, as well as a geographically biased sample. The strategic sample strategy offered limited opportunities to generalise to a higher level than the study, but the thesis has still provided some insight into the problem.
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