The right to know : access to information through visual communication

Sammanfattning: Among all everyday choices, food consumption has the largest environmental impact on biodiversity and the global warming. Organizations and politicians have long tried to find a communication strategy to change behavior in this area but with no effect. It is a fact that peoples positive attitude in sustainable living do not match with the actual behavior and that this discrepancy is hard to bridge. The researchers at the Interactive institute believes that the theory of visualizing product information through graphical software and technological tools will help consumers put products in relation to each other and reflect over their consumption and decrease this gap between attitude and behavior. The tools future on the market is questioned and has been investigated and discussed with the executives from Sweden's leading retail chains along with the researchers at the Interactive institute through qualitative research methods. Through the research Its learnd that creating a perfect functioning communication strategy for consumer behavior is not just as easy as finding the most effective one, it also has to be made with the consideration of ethtics and other countries situation.