To Label or Not to Label?

: Exploring CO2 Labelling in E-Commerce

Abstract

The purpose of this thesis is to investigate the effects that a CO2 label can have on consumers’ behavior when shopping online, as well as their attitudes towards delivery options. To do this, a conceptual model was created, building on elements from The Five-Stage Model and Socially Responsible Consumer Behavior model. The conceptual model was used to investigate how a consumer’s decision-making process can be influenced by the implementation of a CO2 label. A conceptual framework was also created, building on previous research in the field. The approach used to investigate this was a qualitative approach, and the data collection was carried out by conducting two semi-structured focus group discussions. The respondents were recruited through a combination of convenience and snowball sampling. All in all, ten respondents, who all had used e-commerce at least once during the last six months, were recruited. The findings indicate that, in line with previous research, CO2 labels influence consumer behavior. This study shows that CO2 labels are a valuable tool for consumers when choosing online delivery option. The findings also show that it is important how the CO2 label is designed, and which information it conveys. This study contributes to further understanding of consumer attitudes and behavior in relation to CO2 labelling. Since a qualitative approach was used, the study has provided in-depth insights to this research area.

Date of Award	2022-Jun
Original language	English
Supervisor	Karin Alm (Supervisor), Indira Kjellstrand (Assessor) & Heléne Tjärnemo (Examiner)