Sustainable food labelling - Progress and evidence on consumers and governance in a Swedish context

Mingasson, David

4. term

Sustaianable Cities, Master

2022

2022-06-03

147

Sweden needs practical ways to bring together health and environmental sustainability in everyday food choices. This thesis explores whether sustainable food labelling can help guide consumers toward both healthier and more sustainable diets. It compares four labels—the Planet-score, the Keyhole label, the KRAV certification, and Coop’s Sustainability Declaration—by assessing how credible, clear, and relevant their information is. To understand the role labels can play in broader change, the study uses transition theory (how shifts toward more sustainable systems occur) and nudge theory (small prompts that steer choices without limiting freedom). Methods included a consumer survey in Sweden (not representative of the population) and interviews with experts. Findings indicate that labels can influence food choices to some extent. Their impact depends on label format and display, trust in the information, and how well different schemes are aligned. In this context, the design and framework of the Planet-score appear particularly relevant for Sweden. However, factors such as taste and price remain decisive for many consumers. Overall, sustainable food labelling is a useful tool that can support the transition toward healthier and more sustainable diets, but it is not sufficient on its own and should be combined with other initiatives.

Sverige har brug for praktiske måder at forene sundhed og bæredygtighed i hverdagsmad. Denne afhandling undersøger, om bæredygtig fødevaremærkning kan hjælpe forbrugere med at vælge både sundere og mere bæredygtige fødevarer. Fire mærker sammenlignes—Planet-score, Nøglehulsmærket, KRAV-certificeringen og Coops Sustainability Declaration—med fokus på informationens troværdighed, tydelighed og relevans. For at vurdere mærkers rolle i større forandringer anvendes omstillingsteori (hvordan systemer bevæger sig mod større bæredygtighed) og nudgeteori (små tilskyndelser, der guider valg uden at begrænse friheden). Metoderne omfattede en spørgeskemaundersøgelse blandt svenske forbrugere (ikke repræsentativ for befolkningen) samt interviews med eksperter. Resultaterne peger på, at mærker i nogen grad kan påvirke kostvaner. Effekten afhænger af format og visning, tillid til oplysningerne og hvor godt ordningerne er harmoniseret. Planet-scores design og ramme synes særligt relevante i en svensk kontekst. Smag og pris er dog fortsat afgørende for mange forbrugere. Samlet set er bæredygtig fødevaremærkning et nyttigt værktøj, der kan understøtte omstillingen mod sundere og mere bæredygtige kostvaner, men den er ikke tilstrækkelig alene og bør suppleres af andre tiltag.

[This apstract has been rewritten with the help of AI based on the project's original abstract]

Sustainable food labelling ; sustainable and healthy food consumption ; Planet-score ; sustainable and healthy food diets ; food ; food choice ; transition ; nudge

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