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Climate mitigating information to consumers by food retailers

the case of vegetables

Spendrup, Sara (2016). Climate mitigating information to consumers by food retailers. Diss. (sammanfattning/summary) Alnarp : Sveriges lantbruksuniv., Acta Universitatis Agriculturae Sueciae, 1652-6880 ; 2016:38
ISBN 978-91-576-8578-0
eISBN 978-91-576-8579-7
[Doctoral thesis]

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Human food consumption contributes to climate change and changing consumption patterns towards a more vegetable-based diet could decrease GHG emissions. However, such change is difficult to achieve due to ingrained habits, cultural and social norms and culinary preferences, highlighting a need to understand consumer behaviour and find efficient strategies for communicating the issue within supermarkets.

To encourage a change to a more vegetable-based diet, product development is necessary for vegetables to be perceived as tasty, convenient and easy to use. However consumers revealed strong negative environmental associations to packaging of potato, which highlights the present challenges for producers wishing to use packaging to communicate positive benefits and thus increase the perceived convenience of such products.

An initial analysis of actual availability of climate-mitigating information on food in supermarkets, showed that it was poorly communicated by retailers. A further investigation on information (climate friendly and organic) and atmospherics (nature sounds) revealed that nature sounds only influenced male participants’ willingness to buy (WTB) organic. It also revealed that depending on their connectedness to nature (CtN), information either raised or lowered male participants’ WTB organic or climate-friendly products. Finally, tests were performed on an informative tool, the Swedish Meat Guide, which aims to communicate the link between food and climate and to help direct food choice towards less environmentally damaging alternatives, such as vegetables.

The complex concept of climate mitigating information means that the knowledge and understanding, as well as suggested actions, have to be communicated on multiple levels and by multiple stakeholders, taking into consideration the great difference in knowledge levels and motives between consumers. Climate mitigating information needs to be better promoted among food retailers and consumers. Also, other attempts to increase vegetable consumption - product development, nudging, promotional efforts - may indirectly support a climate mitigating food consumption.

Authors/Creators:Spendrup, Sara
Title:Climate mitigating information to consumers by food retailers
Subtitle:the case of vegetables
Series Name/Journal:Acta Universitatis Agriculturae Sueciae
Year of publishing :April 2016
Depositing date:15 April 2016
Number of Pages:75
IFernqvist, F., Olsson, A. & Spendrup, S. (2015). What’s in it for me? Food packaging and consumer responses, a focus group study. British Food Journal. 117(3), 1122-1135.
IIEkelund, L., Hunter, E., Spendrup, S. & Tjärnemo, H. (2014). Communicating GHG mitigating food consumption in-store: An observational study of food retailers in five European countries. British Food Journal. 116(10), 1618-1635.
IIISpendrup, S., Hunter, E. & Isgren, E. (2016). Exploring the relationship between nature sounds, connectedness to nature, mood and willingness to buy sustainable food: A retail field experiment. Appetite 100, 133-141.
IVSpendrup, S., Röös, E. & Schütt, E. (2016). Consumer understanding and use of multi-layered environmental information – findings from focus group interviews on the Swedish meat guide. Environmental Communications, under resubmission (March 2016).
Place of Publication:Alnarp
Publisher:Department of Work Science, Business Economics and Environmental Psychology, Swedish University of Agricultural Sciences
Associated Programs and Other Stakeholders:Z - SLU - Library > Odla mera
ISBN for printed version:978-91-576-8578-0
ISBN for electronic version:978-91-576-8579-7
Publication Type:Doctoral thesis
Full Text Status:Public
Agris subject categories.:E Economics, development, and rural sociology > E70 Trade, marketing and distribution
E Economics, development, and rural sociology > E73 Consumer economics
Subjects:(A) Swedish standard research categories 2011 > 4 Agricultural Sciences > 401 Agricultural, Forestry and Fisheries > Horticulture
Agrovoc terms:consumer behaviour, climate, food consumption, vegetables, environmental impact, greenhouse gases, retail marketing, communication, product labelling
Keywords:Horticultural Economy, Marketing, Labelling
Permanent URL:
ID Code:13281
Faculty:LTV - Fakulteten för landskapsarkitektur, trädgårds- och växtproduktionsvetenskap
Department:(LTJ, LTV) > Department of Work Science, Business Economics, and Environmental Psychology (until 2020)
External funders:FORMAS and Handelns utvecklingsråd / Swedish Retail and Wholesale Development Council and Royal Swedish Academy of Agriculture and Forestry and Stiftelsen Lantbruksforskning
Deposited By: PhD studen Sara Spendrup
Deposited On:15 Apr 2016 12:46
Metadata Last Modified:10 Sep 2020 13:41

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