Sustainability labels on food products: Consumer motivation, understanding and use

The Sustainability labels on food products: Consumer motivation, understanding and use study investigates the relationship between consumer motivation, understanding and use of sustainability labels on food products (both environmental and ethical labels). The results imply that sustainability labels currently do not play a major role in consumers’ food choices, and future use of these labels will depend on the extent to which consumers’ general concern about sustainability can be turned into actual behaviour.