Buying sustainable food products - Can a label heöp to reduce consumer confusion?
- In order to contribute to our planet’s sustainability, a sustainable diet is inevitable. It turns out to be a challenge for consumers to identify the food products’ degree of sustainability. In this regard, quality labels can be a help. However, the latter contributes, inter alia, to consumer confusion. The latter occurs when the cognitive processing of product information is being disrupted, which can lead to postponing or abandoning the purchase decision. The present work determines the most relevant aspects of sustainability in the food context on the German market from a consumer’s perspective. Furthermore, it is being figured out, which requirements a quality label needs to meet when aiming to reduce consumer confusion.