What labels can (un)intentionally do: using labelling strategies to signal social norms and stimulate sustainable food choices

Current food consumption patterns significantly threaten climate stability, environmental health, and animal welfare. Shifting consumer behaviour towards more sustainable food choices can substantially mitigate these impacts. To aid consumers in identifying sustainable food products, sustainability labels are introduced in supermarkets. However, the effects of these labels on behaviour are often small and inconsistent. Sustainability labels aim to show consumers which products are the ‘right’ products to choose from a societal perspective. Consequently, labels are developed to promote the sales of (labelled) sustainable products, or in other words, making them more ‘popular’. We argue, however, that currently, sustainability labels fail to clearly communicate what product choices are "right", “normal”, or "popular". First of all, only a very small number of products in the supermarket is labelled with regard to sustainability, making labelled products more an ‘exceptional choice’ rather than a ‘regular choice’. Furthermore, most sustainability labels are currently positively framed, while negative framing often has more impact on perceptions of what behaviour is socially accepted and consequently behaviour. In other words, sustainability labels currently fail to communicate clear social norms, whereas social norms have a powerful impact on both food choice and intake. To date, no studies have explored whether and how sustainability labels can convey social norms, nor how these insights could enhance the effectiveness of sustainability labels in promoting sustainable behaviour. This PhD research aims to investigate how labels affect perceived social norms and how these insights can be used to guide consumers toward more sustainable food choices. By doing so, this research seeks to make sustainability labels more effective, supporting the essential transition to more sustainable dietary behaviours.