Eco-score labels on meat products: Consumer perceptions and attitudes towards sustainable choices

Abstract

Non-profit organisations have developed labelling strategies to communicate the environmental impact of food products, helping consumers make more informed purchase decisions. The evidence on whether environmental food labelling can change behaviours toward environmental meat choices is unclear, due to context factors within shopping environments and differences in attitudes towards meat and the environment. This study investigates attitudes towards an eco-score label on meat products by measuring the influence of meat and environmental attitudes and identifying drivers and barriers through a mixed-methods design. An online questionnaire (N = 255) posed questions concerning meat consumption, label perceptions, and use intentions. Recruitment was via convenience sampling under the criteria of UK dweller, omnivorous diet and over 18 years of age. Nine semi-structured interviews explored the drivers and barriers for intended use through thematic analysis. Perceptions Scores (PS) and Purchase Intention (PI) scores of the label were positive. Results showed an individual’s Meat attachment (affinity) score (MAAS) negligibly influenced PS but provided a moderately negative relationship with PI. Environmental label use and attitudes positively influenced PS and PI. The qualitative data identified label design and concept perceptions as drivers for use, whereas habitual shopping behaviours and perceived price were barriers. The research contributes to the transtheoretical model of behavioural change, identifying that 58% of participants contemplate label use but require more information. Explanations found for the gap between positive perceptions and low behavioural intentions support this, as poor label awareness and knowledge of the environmental impact of meat production were highlighted.