Figure 1.
The packaged smoked salmon products are arranged in 2 rows with 10 labelled conditions showing different sustainability initiative messages. Conditions 1 to 5 present environmental sustainability claims, including carbon-neutral packaging, carbon-neutral products, carbon-neutral logistics, carbon-neutral manufacturing, and creating a carbon-neutral environment through donation. Conditions 6 to 10 present ethical sustainability claims including fully ethical packaging, ethically sourced products, fully ethical logistics, fully ethical manufacturing, and creating a fully ethical society through donation. All packages display the same Tassal smoked Tassie salmon branding and product layout, while only the sustainability statements vary to compare consumer perceptions and willingness to pay premiums.Stimuli materials – Study 1