Blog post #9
My Research Question: My research question was this: To what extent does a correlation exist between high schoolers’ performance on a test on food sustainability practices and their likelihood of selecting ethically labeled food?
Labeling as defined in this project:
Labeling in this project will be operationally defined through the European Union (EU) regulations, as any descriptions, details, or brand identifiers – such as symbols – associated with a food item and displayed as packaging, documentation, etc. Elaborating on that, ethical labeling will be defined as a method that utilizes symbols and brand identifiers to provide consumers with information certifying a specific ethical practice – specifically, the labels typically symbolize ethical or environmental aspects of food production – that may aid consumers in making a conscious consumption choice based on these ethical considerations. It aims to use labeling, predominantly from certification programs, to provide information about the production conditions, labor practices, environmental impact, and social responsibility associated with that product to help consumers make conscious consumption choices, which subsequently influences producers and encourages them to consider ethics in their production (Cook, et al.). Certification programs for ethical labeling – such as Fairtrade or Certified Humane – allow support for environmental causes and promote everyday forms of politicized consumer behavior aimed at prioritizing companies recognized for their efforts in food sustainability, as opposed to greenwashing – which will be discussed in a later section (Hiscox and Smyth).
Why ethical consumption?
In spite of an increase in consumer concern over ethical practices, ethical products, and ethical consumption are still novel and not consistently valued conventionally or across demographics, which demonstrates a discrepancy in the prioritization of ethical products. This issue was established in a study across six European countries that showed that consumers had high general concern for environmental issues, but were less focused on these concerns when making specific food choices. Accordingly, notwithstanding their concerns, sustainability labels didn’t significantly impact consumers’ food choices, signaling a disconnect between concern and actual behavior (Grunert et al., 2014).