Hållbara dryckesval - Växtbaserad dryck/komjölk och hur konsumenter kan påverkas till att välja ärtdryck

Sammanfattning: Food consumption is a big part of the global emissions, which we need to address to increase the pace in the climate transition. In order to prevent further increase in greenhouse gas emissions a shift in milk consumption towards more plant- based options is needed. The aim of this study is to increase the understanding of how the relationship between consumers attitudes towards sustainability and actions looks like. The purpose also included to identify if and how consumers could be encouraged to consume more sustainable plant-based options through the concept of nudging. A quantitative study was conducted through an online survey. This study shows that consumers attitudes towards sustainability do not reflect consumers choice of beverage (milk or plant-based). However, large differences could be found in why consumers chose the beverage, where a clear majority of the plant-based drinkers chose it because of the environment/climate. This study also shows that all four nudging tools that were tested, could be used to encourage consumers to consume more sustainable plant-based option. Tool 1- information and tool 4-social norms worked on about a third of the respondents. Tool 2-physical environment gave a more uneven result, where it worked on more than a third on the first question, and only 4 % of the respondents on the other. Around one third of the respondents were encouraged to sustainable consumption through the first question using tool 3-default, while more than half were encouraged by the second question. One conclusion is that a consumer's attitude towards something does not always reflect the active choices that the consumer makes. Another conclusion that can be drawn is that nudging can be used to encourage more consumers to make more sustainable choices.