Coming Clean : An exploratory study of sustainable consumption and clean label consumer motivations

Abstract: Background: The food industry has become one of the key actors in today’s sustainability equation. Consumers are becoming more conscious than ever before, putting more thought into ingredients and packaging. The number one trend of 2020 is clean label food, thus inviting for research within this specific field.    Purpose: This thesis aims to investigate the role of sustainable consumption in clean label food purchasing. In addition, exploring why consumers purchase clean label food products.    Method: This study follows a deductive interpretivist approach based on ten qualitative semi-structured interviews. The research is based on the Censydiam framework on human motivations, and the results are analyzed, compared, and tailored to this model.    Results: There is a strong implication that those who consume sustainably are also very likely to purchase clean label food products. The main reason why people purchase clean label food products is Expertise. Taking care, Safe Choices, and Boost Energy are also prominent motivations.