Perceptions of eco-labelling among the Swedish food sector : a Q-study to identify challenges and incentives among food processors, retailers, and label organisations

Abstract: Eco-labelling is a promising approach to promote sustainable consumption. Despite a growing concern for the environmental consequences of food production, the use of eco-labels has remained low. To date, a large body of literature has focused on consumer perspectives of eco-labelling, while research on the food industry’s perspective has remained scarce. This study starts to address this gap by analysing the diverse perceptions of eco-labelling among Swedish processors, retailers, and label organisations. The aim of this study is to identify the most critical challenges of eco-labelling and to understand in what form eco-labels can set incentives for the provision of ecosystem services within the agri-food production. Q-methodology was used to reveal patterns of shared-meaning among ten participants within the Swedish food sector. The findings revealed three perceptions of eco-labelling: label optimists, true conservatives, and label sceptics. The main challenges of eco-labelling were related to consumers understanding and comprehension of labels’ meanings, information on products’ environmental impacts, and the increasing number of eco-labels on the market. The findings further revealed several suggestions for how eco-labels can increase incentives for ecosystem services. These include transparency, product-related information, and promotion of local ecosystem services.