Figure 3.
The smoked salmon packages are arranged in 2 rows with 6 labelled conditions displaying sustainability initiative messages. Conditions 1 to 3 present environmental claims including carbon-neutral packaging, carbon-neutral logistics, and creating a carbon-neutral environment through donation. Conditions 4 to 6 present ethical claims including fully ethical packaging, fully ethical logistics, and creating a fully ethical society through donation. Each package retains the same Tassal smoked Tassie salmon branding, serving information, and product imagery, while the sustainability message changes between conditions for comparative consumer evaluation.Stimuli materials – salmon – Study 2