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Evaluating Consumer Understanding of the Swedish Meat Guide-A Multi-layered Environmental Information Tool Communicating Trade-offs When Choosing Food
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- Spendrup, Sara (author)
- Swedish University of Agricultural Sciences,Sveriges lantbruksuniversitet,Institutionen för arbetsvetenskap, ekonomi och miljöpsykologi,Department of Work Science, Business Economics and Environmental Psychology
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- Röös, Elin (author)
- Swedish University of Agricultural Sciences,Sveriges lantbruksuniversitet,Institutionen för energi och teknik,Department of Energy and Technology
- (creator_code:org_t)
- 2017-05-09
- 2019
- English.
- In: Environmental Communication. - : Informa UK Limited. - 1752-4032 .- 1752-4040. ; 13, s. 87-103
- Journal article (peer-reviewed)
Abstract
Subject headings
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- To facilitate the choice of more sustainable animal-based products in the diet, a Swedish meat guide providing complex, multi-layered environmental information to non-experts has been developed. This study evaluated reception of this guide by consumers. In five focus groups, participants ("interested consumers") carried out a joint environmental and animal welfare ranking assignment to test understanding and use of the guide. The type and detail of indicators (e.g. carbon footprint) in the meat guide suited the audience. The guide stimulated discussion on ethical issues and quality aspects of meat, revealed perceived obstacles to reducing meat consumption and provided an understanding that any food product chosen comes with trade-offs.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Nationalekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Economics (hsv//eng)
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- ref (subject category)
- art (subject category)
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