Mapping the sustainability labels jungle in the food context: an analysis of multi-dimensional multi-level labels

Abstract

Purpose – Sustainability labels for groceries are one way to mitigate climate change caused by food production and consumption. This article argues that such a label should take into account multiple dimensions (e.g. CO2 emissions, water footprint, etc.) and provide sufficient depth using multiple levels. To counteract the current label “jungle”, the aim is to identify the multi-dimensional multi-level sustainability label (MDMLSL) that is most preferred by consumers. Design/methodology/approach – By systematically synthesizing the literature, the four most relevant sustainability dimensions for groceries were uncovered. These dimensions are subsequently incorporated into a Best–Worst Scaling experiment with a representative sample of n = 448 Swedish consumers to identify the one MDMLSL that best balances the trade-off between complex information and an easy-to-understand visualization. Findings – The results indicate that a label proposed in academic literature (rather than one used in practice) stands out as the most preferred one, as well as those MDMLSLs combining an aggregated score with displaying the dimensions. However, heterogeneity was observed based on consumers' levels of eco-label involvement, green consumption values, skepticism in sustainability claims and environmental concerns. Originality/value – This article contributes to the literature by examining the most frequently employed sustainability dimensions for foods' sustainability labels in order to recommend a holistic label. Additionally, current literature on similar concepts as MDMLSLs for groceries is summarized. By overcoming two major limitations of previous research, labels from industry and the literature are compared in an empirical study with a representative sample. As a result, the most preferred MDMLSL is uncovered.