- To collect data from fishing boats and subsequent processing and transport activities, and to use that data in the production of an energy life cycle assessment (LCA).
- To generate energy information from the LCA to be included either on the label of the packaged fish, or as additional information available elsewhere, such as a website for example.
- To produce a selection of appropriate label designs.
- To test those designs with consumers.
- In consultation with producers and retailers, to recommend which type, form and content of label is most appropriate to achieving the above aim.
2. Research Approach
2.1. Information Design Literature Review
Its purpose is the systematic arrangement and use of communication carriers, channels, and tokens to increase the understanding of those participating in a specific conversation or discourse. (p. 3)
- Information design is defined as the art and science of preparing information so that it can be used by human beings with efficiency and effectiveness  (p. 15).
- …the organization of information to achieve preconceived goals  (p. 224).
- The discipline addresses the organization and presentation of data and its transformation into meaningful information  (p. 268).
Information design comprises analysis, planning, presentation and understanding of a message—its content, language and form. Regardless of the selected medium, well designed information set, with its message, will satisfy aesthetic, economic, ergonomic, as well as receiver and subject matter requirements.
2.2. Label Design Literature Review
2.3. Consumer Behaviour Literature Review
- Give consumers options, not just information. Make sure that communication isn’t just for communication’s sake: Make sure that it is designed to change consumer behaviour.
- Do put climate change impacts of products into context. But the product or category you compare to is critical—Don’t necessarily compare apples with apples.
- Be selective and limit information to what is really needed, so that the message does get “noticed”.
- Tackle the ‘how does it fit with other sustainability labels’ question.
2.4. Environmental and Labelling Standards
2.4.1. ISO 14024:1999 Type I Environmental Labelling
2.4.2. ISO 14021:1999+A1:2011 Self-Declared Environmental Claims (Type II Environmental Labelling)
- Accurate and verifiable claims that are not misleading.
- An increase in the potential for market forces to stimulate environmental improvements.
- Increased opportunity for more informed choices to be made.
2.4.3. ISO 14025:2006 Type III Environmental Declarations
- To provide LCA-based information and additional information on the environmental aspects of products.
- To assist purchasers and users to make informed comparisons between products; these declarations are not comparative assertions.
- To encourage improvement of environmental performance.
- To provide information for assessing the environmental impacts of products over their life cycle.
2.4.4. Social Responsibility Labels
3. Results and Discussion
3.1. Stamp of Approval
3.2. Absolute Numbers
3.3. Traffic Lights
3.4. Sliding Scale
3.5. Supporting Information
Conflicts of Interest
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