As part of the BioVal research project, in which we have been an active project partner since 2022, a focus group discussion was recently held with consumers.
The aim was to find out what information consumers need about biodiversity when shopping for food.
The main topics of the focus group discussion were:
- Previous experience of buying food with products labeled as biodiversity-friendly
- Evaluation of selected examples
- Importance of biodiversity protection for different product and commodity groups
- Need for information on measures taken by food manufacturers
The main results of the discussion can be summarized as follows:
- The participating consumers have so far hardly noticed any references to biodiversity when shopping for food in supermarkets or organic markets
- Organic food, associations and labels are primarily associated with biodiversity protection when shopping; there were occasional references to products on project cooperation with nature/environmental protection organisations
- In some cases, a connection is also made to other sustainability-related aspects (e.g. resource-saving packaging)
The participants in the panel discussion are unsure…
- …what species protection involves
- …which measures are effective
- …whether organic products are fundamentally more biodiversity-friendly than conventional products
Overall, it can be summarized that well-known labels (and possibly the combination of these with unknown labels) are the most credible for the consumers surveyed. Specific project examples with details are also well received. Short, concise information (preferably on the product) about specific measures and a reference (website, QR code) for further information and more details are desired. There is also a desire to find out something interesting from the information and to learn something.
The focus group discussion provides important pointers for communicating the topic to consumers. It was conducted in preparation for a nationwide, representative survey. The study planned for fall 2023 will determine the extent to which references to biodiversity protection on the product increase consumers’ willingness to buy and pay. Around 1,000 people between the ages of 18 and 75 were surveyed online.
Further information on Seeberger’s commitment in our sustainability action area “Supply chain responsibility” can be found here:
Field of action Supply chain responsibility l Seeberger GmbH
Details of the research project can be found here:
BioVal – Biodiversity Valuing & Valuation
Details on participating in the research project can be found here: