MyFoodChoice: Personal values for sustainable consumption
At a glance
- Project leader : Isabel Jaisli
- Project team : Dr. Linda Burkhalter, Patricia Krayer, Ennio Mariani, Dr. Emilia Schmitt
- Project status : completed
- Funding partner : Internal
- Project partner : WWF Schweiz
- Contact person : Isabel Jaisli
Description
Consumption decisions are personal and based on one's own
preferences, possibilities and values. Everyone has his or her own
consumer ethical values and ideas according to which he or she
wishes to act. But are they being implemented?
A large proportion of Swiss people state that they also pay
attention to sustainability in their purchasing decisions. However,
this contradicts the actual rather small proportion of sustainable
products in the shopping basket (Kamm et al., 2015). Labels and
awareness-raising projects want to bring consumers more
responsibility. However, the lack of product declarations and the
overburdening of buyers with the flood of different labels make
responsible consumption more difficult. In addition, advertising
often has a very positively distorted image of (above all Swiss)
agriculture.
Consumers often do not lack consumer-ethical values, but rather the
opportunity to implement them in their purchases or to check them
in concrete terms. Labels are increasingly criticised and various
studies show that they do not (no longer) achieve their intended
effect and increasingly lose their credibility (Moon et al., 2016).
This is where our project should intervene.
The project aims at a further development of classical labels in
the direction of an individualized purchase decision aid, which is
based on the respective personal moral values.