Consumers of organic food and sustainability

The goal of this project is to better understand how consumers can be informed about the sustainability aspects of organic food through so-called peripheral cues.

When a consumer follows the peripheral route of information processing, he is not motivated to consider various arguments. If influencing takes place, this won’t happen through consciously considering all information, but through peripheral cues like attractive images or a so-called ‘credible source’. Results of this project will show what kind of packaging features contribute to the believe of the consumer that these products are sustainable, but also attractive and credible. When these results are applied, this will eventually lead to an increasing sustainable market.