Carbon Labeling : A quantitative study of what the preferred content, design and layout is among Swedish consumers

Sammanfattning: Global warming has been a topic of discussion since the discovery that man-made greenhouse gas emissions is having an affect on the planet almost 50 years ago. Grocery products stand for roughly one third of all EUs carbon emissions as a result of its highvolume production. Carbon labeling is a tool in which retailers and manufacturers can communicate the amount has caused throughout its whole life cycle or that the they are working towards lowering their GHG emission throughout their organization. However, previous research indicates that carbon labels has not yet had its breakthrough moment yet due to the CO2e data is too complex for the consumers to interpret. This led to our research question “What is the preferred content, design and layout of a carbon label among Swedish consumers? “The purpose of this study is to get a deeper understanding into the preferences of the Swedish consumers and what kind of attributes they are looking for to make a carbon label understandable. We found that the Swedish consumer prefers a more complex design than previous studies have suggested based on researches made from other countries. In order to do our explanatory research, we measured these variables with a quantitative survey and made statistical calculations such as mean values and correlation analysis to see if our hypotheses were supported.  The analysis shows that the Swedish consumers prefer all the following attributes that is being presented in an order of priority: The label should be colour coded, made by a well-known organization, presented in terms of scale and have the CO2e data presented on the label.