Education for sustainable development: Sustainability-related food labels

Abstract

The aim of this study is to predict sustainable behavior based on the awareness of food labels and to assess the role of food quality certification on consumer choice. A quantitative descriptive study was performed to implement the research objectives, while the qualitative data was obtained by an online survey. The sample consisted of 384 subjects; the sample was calculated with 95% reliability and a 5% scattering range. The survey was conducted in August 2020. After rejecting incorrectly completed questionnaires, 392 questionnaires were suitable for further analysis. The study concluded that consumers are not yet familiar with the Lithuanian national food quality system: They are characterized by a relatively low focus on food quality labels. The level of attractiveness and awareness of the Lithuanian NQP label is low: A small proportion of consumers name it as a memorable, clear and targeted food label. The consumers’ behavior is related to the importance of health and nutrition, the price–quality ratio, the regional label (such as Lithuanianness), when raw materials and production are used from/in Lithuania, as well as environmental sustainability.