(Mis)Guiding consumers to sustainable consumption: the role of information, labels and claims

by Sophie Dorothe Lieke
Cumulative thesis
Date of Examination:2024-10-30
Date of issue:2025-02-06
Advisor:Prof. Dr. Achim Spiller
Referee:Prof. Dr. Gesa Busch
Referee:Prof. Dr. Meike Janssen
Persistent Address: http://dx.doi.org/10.53846/goediss-11059

 

 

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Abstract

English

This dissertation uses plant-based meat and dairy alternatives (PBMDAs) as a food category example, and palm oil as a case study ingredient, to illustrate how consumer communication on food products can influence assumptions and expectations. The dissertation comprises articles that provide empirical evidence on how different means of consumer communication, through linguistic framing, labels and claims, convey and elicit various health and sustainability assumptions and expectations amongst consumers. Using both quantitative and qualitative primary data, the studies consider consumers in the United Kingdom, Germany and Indonesia. The studies are underpinned by shared theoretical approaches, including the role of heuristics and halo effects in influencing consumer decision-making. The dissertation begins with an overview of how product descriptors, labels and claims are instruments for the food industry and marketers to communicate with consumers. This is followed by their application and relevance to plant
Keywords: Food Labelling; Claims; Sustainable Consumption; Consumer Communication
 
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