Layers of green : Communicating sustainability of packaged food products

Summary

This PhD thesis examines consumer responses to sustainable food products that incorporate multiple sustainability aspects simultaneously. Such packaged food products face a strategic choice between two communication approaches: a "more is merrier" approach, which emphasizes every sustainability aspect to signal strong environmental commitment, or a "less is more" approach, which selectively highlights certain aspects while omitting others. This practical dilemma also raises theoretical questions due to conflicting perspectives. The Elaboration Likelihood Model (ELM) supports the "more is merrier" approach, arguing that each additional sustainability signal enhances the persuasiveness of the message. In contrast, the Embedding Effect aligns with the "less is more" approach, suggesting that consumers assess sustainability holistically, wherby more signals do not necessarily increase persuasion. In efforts of shedding additional light on this conflict, this research bases its investigations around addressing the following research question: How do different sustainability aspects combine with each other in impacting consumer information processing and responses to sustainable packaged foods? - The research used the consumer decision journey framework to explore how consumers respond to sustainability communications highlighting multiple sustainability aspects at different stages of the journey. Each chapter investigated the outlined research question from a distinct angle, concentrating on different decision-making outcomes: learning (Chapter 2), credibility assessment (Chapter 3), and intention formation (Chapter 4). Thereafter, the findings identified three moderators of the “more is merrier” versus “less is more” debate, specifically: centrality, credibility and salience. - Chapter 2 shows that when both product and packaging sustainability information are presented together, consumers focus on the aspect most central to the product’s core value, often overlooking peripheral improvements. This suggests that limiting competing information may be more effective in drawing attention to and facilitating learning of the peripheral aspects. This finding therefore offers support for the “less is more” strategy. Chapter 3 examines the role of credibility in multi-aspect sustainability communications, showing that when packaging sustainability information is clear and credible, a "less is more" strategy is suitable. In these cases, a single well-substantiated signal can convey the message of sustainability effectively. However, when transparency is lacking, a "more is merrier" approach can help create strong sustainability perceptions through the use of multiple signals. Chapter 4 finds that when multiple packaging sustainability aspects are communicated, consumers form purchase intentions based on the most salient sustainability aspect, rather than the packaged product’s objective sustainability. Collectively, these findings suggest that the effectiveness of multi- aspect sustainability communications for packaged products depends on the properties, not sheer quantity of information.