Perceptions associated with certifications
| Certification | Theme | Perceptions | |
|---|---|---|---|
| USA | Japan | ||
| Organic | Sustainability | Environmental (medium) | Environmental (high) |
| “(…) it just means they use natural pesticides instead of synthetic ones, and in many ways synthetic pesticides work better.” | “It focuses on sustainability by avoiding dependence on chemical fertilisers and preserving the natural environment.” | ||
| Credibility | Low credibility | High credibility | |
| “(…) USDA Organic failed us two years ago when they approved products without really defining who can use the label.” | “I usually check for JAS standards when I look at Japanese products.” | ||
| Rainforest | Sustainability | Environmental (high) | Environmental (high) |
| “I appreciate the fact that this company highlights that it’s going to promote biodiversity in those areas.” | “(…) they give the impression of being environmentally friendly” | ||
| Social (high) | Social (high) | ||
| “I like what it represents when it talks about better working conditions.” | “I feel better using products that are made properly and pay fair wages.” | ||
| Credibility | High credibility | High credibility | |
| “I think Rainforest Alliance is a legitimate company.” | “I think it's a reliable and good brand.” | ||
| Fairtrade | Sustainability | Social (high) | Social (high) |
| “(…) it's really important to support farmers, or at least the community.” | “Ensuring adequate remuneration for producers means they can continue their farming activities properly.” | ||
| Credibility | High credibility | High credibility | |
| “(…) with the UN, fair trade is a really important issue for them, so it's not something you can use unless there really is fair trade behind it..” | “I think the Fairtrade seal in the middle looks reliable. The text is clear and the icon is simple.” | ||
| Olivares Vivos | Sustainability | Environmental (high) | Environmental (high) |
| “I actually like what it says more than any of the others, like promoting and conserving biodiversity, improving soil health and conserving the ecosystem.” | “The idea of preserving ecosystems also seemed very attractive to me.” | ||
| Credibility | High credibility | High credibility | |
| “(…) I really like it because it's not as broad as the others, which are good for promoting fair prices or environmental sustainability, but they're too general for me.” | “(…) it gave me the impression that it is made in a proper environment with safe materials.” | ||
| PDO | Sustainability | Environmental (low) | Environmental (low) |
| “(…) the company just … seems to be saying, we care more about the product and the product quality itself; we don't care about anything else.” | “(…) the colours are really striking. At first glance, it doesn't make me think it's environmentally friendly.” | ||
| Credibility | High credibility | ||
| “(…) unless I see this stamp, I'm not sure if it is actually from there or if it's something made up.” | |||
| Certification | Theme | Perceptions | |
|---|---|---|---|
| USA | Japan | ||
| Organic | Sustainability | Environmental (medium) | Environmental (high) |
| Credibility | Low credibility | High credibility | |
| Rainforest | Sustainability | Environmental (high) | Environmental (high) |
| Social (high) | Social (high) | ||
| Credibility | High credibility | High credibility | |
| Fairtrade | Sustainability | Social (high) | Social (high) |
| Credibility | High credibility | High credibility | |
| Sustainability | Environmental (high) | Environmental (high) | |
| Credibility | High credibility | High credibility | |
| PDO | Sustainability | Environmental (low) | Environmental (low) |
| Credibility | High credibility | ||
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