Browsing by Subject "ilmastoystävällinen syöminen"

Aims. The aim of this master’s thesis was to find out usage of S-Group’s carbon footprint calculator among consumers of Osuuskauppa Hämeenmaa. The second aim of this thesis was to gain deeper understanding of consumers’ carbon footprint calculator usage and to find factors which increase consumers’ interest towards climate-friendly food. Research questions in this thesis were: 1. How do consumers use the carbon footprint calculator? 2. What do consumers think about climate-friendly food? 3. How could consumers be supported towards climate-friendly food? Methods. The data of the study was collected through an online survey that was published in Osuuskauppa Hämeenmaa’s Facebook-page on late June 2022. Material included answers to mandatory multiple-choice questions and answers to one voluntary open question. The online survey received 266 answers. The quantitive material was analysed using descriptive methods. The material from open answers was analysed using material-based content analysis. Results and conclusions. Overall consumers were concerned about the climate impact of their food choices. Consumers experienced changing their food choices as an interesting way to affect climate change and their carbon footprint. Sometimes consumers paid attention to the climate impact of their food choices while purchasing food. However, consumers felt unable to influence climate change with their buying behavior. The carbon footprint calculator was not being used in everyday life or it was rarely used even though it was felt to be useful when trying to choose climate-friendly products. The carbon footprint calculator was not felt to have affected food purchases. Consumers felt that grocery stores should provide more support for climate-friendly choices. For the most part, consumers experienced changing their usual habits difficult and some consumers would have needed more information and time to make climate-friendly choices. However, customers did not directly feel the need for support from others. The carbon footprint calculator alone does not seem to help consumers make climate-friendly choices. To make climate-friendly choices consumers would need more support.