An Exploratory Study of Consumer Reactions to Co2 Labeling: the Struggle of Eating What You Want and Doing the Right Thing

An increasingly important topic in consumer behavior is the negative effects of the much-debated climate changes that have occurred around the globe in recent years. This exploratory study examines the effect that CO2 labeling practices and other environmentally friendly seals have on consumers’ consumption patterns. A qualitative approach to data collection was conducted through semi-structured interviews and netnography of consumer blogs. Preliminary findings suggest that consumers are not fully aware of the benefits and consequences their day-to-day consumption decisions have on the environment by following the recent recommendations by the Swedish National Food Administration or the new CO2 labeling.

Citation:

Pia A Albinsson and Suzanne Conner (2011) ,"An Exploratory Study of Consumer Reactions to Co2 Labeling: the Struggle of Eating What You Want and Doing the Right Thing", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 623.