Displaying Sustainability Related Information on Meals - The Role of Design and Information Depth from a Consumers' Perspective

Food labels are able to support consumers in making more sustainable food choices in out-of-home consumption situations. Thereby, the effect of changing consumption behaviour depends on the format of food labels and on the information it provides. In order to assess the importance of the amount of information as well as the design of food labels displaying sustainability aspects, we test different formats of food labels using a best-worst choice design. So far, no research tested a variation of information depth while keeping label designs fixed. We find clear preferences across both dimensions. Results indicate that consumers regard labels with a higher information depth as more helpful in order to choose a sustainable meal. For the label design it became obvious that the slider-design is preferred over footprints and traffic light label design.