Comparing The Importance Of Multi-Dimensional Multi-Level Sustainability Labels For Low-And High-Involvement Food Items

In contrast to binary sustainability labels, previous research showed that multi-dimensional multi-level sustainability labels (MDMLSLs) are very effective and preferred most when shopping for groceries. Therefore, this article responds to recent calls for literature and counteracts shortcomings of extant literature on MDMLSLs (i.e., small sample sizes and solely conceptually discussing different labels), by conducting an Incentive-Aligned Choice-Based Conjoint (IA-CBC) experiment. Using scientific real-world data concerning greenhouse gases, water use, and land use as foundation, MDMLSLs are developed for a low- and a high-involvement food item (butter and pralines). Subsequently, the two IA-CBCs were examined with a representative sample of n=236 Swedish consumers from Generation Y. The results show that the MDMLSL is the most impactful driver for purchasing butter (34.95%), whereas for the more expensive and less frequently consumed pralines price is the largest factor (31.96%). For the more frequently purchased and less expensive butter, price is the least important aspect with the brand being more important. In contrast, brands are least influential in the purchase decision with MDMLSLs being second most important. However, differences exist concerning gender and consumers’ Green Consumption Values.