Identifying preferences for sustainability labeling and measures to increase sustainable food consumption among Norwegian consumers

Sustainability includes social, health, and environmental aspects. Sustainability labels enable consumers to make more sustainable food choices. This study assessed how a representative sample of Norwegian consumers valued different sustainability dimensions and identified their preferences for the number of dimensions to include in a potential sustainability label for food, identified groups of consumers who want information regarding different dimensions of sustainability when purchasing food, and identified potential measures to increase sustainable food consumption as part of the NewTools project. Less food waste (53 %) and animal welfare (50 %) were deemed the most important dimensions for a sustainable food system, while reduced meat production (21 %) and organic production (18 %) the least important dimensions. A single label that includes information on social and environmental sustainability and healthiness of food was the most preferred (23 %). Those who perceived that their present diet was sustainable had higher odds of wanting information regarding environmental sustainability (OR 2.91, C·I 1.75, 4.86), social sustainability (OR 3.24, C·I 1.97, 5.31) and health (OR 2.42, C·I 1.33, 4.41) when purchasing food compared to those who perceived that they consumed a less sustainable diet. Finally, the most widely supported measure for increasing sustainable food consumption was lowering prices (57 %) and more time for cooking among those who reported consuming less sustainable diets (20 %). While more comprehensive sustainability labeling is favored, it will likely benefit those who already consume sustainable diets. Future research should investigate measures related to, for example, price and convenience to target less motivated consumers. • Participants who report consuming sustainable diets want more information about sustainability. • A more comprehensive sustainability label depicting more than one dimension was preferred. • Comprehensive food labelling should be researched in combination with structural measures.