Abstract

Background: During the last decades, environmental concerns have increased significantly, and companies have been forced to adapt their business to meet the demands of today’s consumers. Green marketing has become an effecting differentiating factor as well as a positive contributor for companies. Ecolabels operates as a tool to promote and inform consumers about the level of sustainability of the product, where the symbol will guarantee a certain criteria, feature, or quality. Ecolabel products enable consumers to make environmentally conscious decisions through their buying behaviour, thereby contributing to a more sustainable world.

Purpose: The purpose of this report is to investigate how ecolabels influence change in buying behaviour and sustainability awareness. Furthermore, to provide information regarding the consumers' view on these products and how their attitude, behaviour and awareness is affected.

Method: This reports data collection is conducted through three focus groups interviews with consumers as well as two personal interviews with store managers from one of Sweden's biggest food chains. Furthermore, this qualitative research uses an inductive approach. Starting with existing theories, followed by a thematic analysis where collected data has been analysed to lastly explore specific themes related to ecolabels.

Conclusion: The individual’s knowledge around ecolabels is a barrier to embracing them, and the change in consumer buying behaviour seems to be depending on that factor. The findings suggest that consumers are in general unaware of the benefits and meaning of ecolabels, but eager to attain knowledge if more approachable. Consumers and stores together need to cooperate in increasing consciousness for ecolabels to play a bigger role in changing consumer buying behaviour to greener.