Exploring the opportunities for sustainable food labelling : a supply chain perspective

This study examines supply chain members’ beliefs regarding the opportunities to develop foods produced under an 'eco-friendly' label. The study involved in-depth interviews with 17 Australian senior managers in food organisations who have marketing responsibilities and who have expert product and consumer knowledge (c.f. Clift and Wright 2000, Peattie 2000). The findings suggest that respondents have widely different beliefs regarding the meaning of 'eco-friendly' and believe that claims regarding 'eco-friendly' characteristics are difficult to substantiate. They further suggested that 'eco-friendly' considerations are not a major influencer of consumer food purchase decisions at present and thus 'eco-friendly' production was not a strategic focus of their companies. Respondents felt that 'eco-friendly' labelling would not be successful until consumers’ value 'eco-friendly' food attributes.