Ecological travel (ecotourism) is the “next big thing”. To experience nature up close and personal is to backpack off the beaten track and these days this is the “hippest” way to travel. Ecotourism is seen as the most excelling fragment of tourism and The United Nations World Tourism Organisation (UNWTO) views tourism in an unspoilt natural area (ecotourism) as the fastest growing concept of the tourism industry. Ecotourism has evolved into speciality travel; including an assorted – and often confusing – collection of events and tourism types, for example bird watching, methodical study, photography, diving and trekking. Ecotourism takes place in unspoilt natural areas, lodges and conservation areas such as national parks. South African National Parks, (SANParks), whom manages a system of parks, and signifies the indigenous fauna & flora, landscapes and associated cultural heritage of the country. National parks offers facilities for overnight tourist, with a range of accommodation, in arid, coastal, mountain and bush veld habitats. A variety of incomparable adventure tourism opportunities, for example game viewing, bush walks, canoeing and exposure to cultural and historical experiences are offered by these national parks. SANParks’ objectives are the insurance of protection, conservation and management of the protected areas for the purposes they were declared. The key aspect of SANParks’ management operations is ecotourism. The three areas that the management of parks cover are general management which include finance and marketing; conservation management which consists of wildlife counting, sales of wildlife, environment etc. and ecotourism management which includes aspects such as camps, accommodation, game drives and picnic areas. Because ecotourism as an important aspect of park management and is one of SANParks’ core pillars, the main concern is which strategies and policies are in place in order to provide tourists with an ecotourism experience within South African National Parks? Tourism products (especially accommodation products) need to recognize that customers (tourists) have certain expectations and these expectations must be met. One way in meeting these expectations is to adhere to tourists’ perceptions and satisfaction as well as to provide a quality service. It is also seen as one of the most important influences on productivity and profit of a tourism organisation. One approach to obtain customer satisfaction and meeting expectations is to implement a grading/rating system. When managers and owners of accommodation and tourism products want to convince tourists of the quality of the organisation or tourism product that is being presented, a classification or rating system plays an important role to communicate this vital issue. South Africa has various rating systems / schemes, however there are no acknowledged rating systems for ecotourism products in South Africa National Parks. The shortcomings of these current rating systems are that they rate mostly the hospitality and accommodation sectors. These criteria’s tend to focus on the following: building exteriors, bedrooms, bathrooms, public area, general facilities, general services, housekeeping services, additional facilities and responsible environmental and business practices. None of these schemes focus primarily on ecotourism principles. These systems need to be adapted for nature/wildlife products and the problem that this study will address is to develop an ecotourism rating system for South African National Parks. It is essential to have a rating system in place to compete in the global world where ecotourism and green aspects are important and to deliver a valuable service. Therefore the problem that this research will addresses, is to develop an ecotourism rating system for South Africa National Parks. The research approach used in this study included quantitative methodologies. An explorative research approach was followed through an online questionnaire with the aim of determining the perceptions of visitors about the perceptions of respondents regarding the importance of specific ecotourism principles. These constructs were determined through a literature review. The sources consulted included the following: De Witt, 2011; Du Plessis, 2010; Geldenhuys, 2009:5; Saayman, 2009:70; Fennell, 2008:23; Blamey, 2001:12; Eagles, 1996; Dingwall and Gordon, 1996. The questionnaire was distributed electronically on the SANParks’ website. Data collection took place during April 2013. A total of 308 responses were received during the period of data collection. The results of the empirical quantitative data was analysed by the Statistical Consultation Services at the North-West University by means of the SPSS (Statistical Package for Social Sciences) software programme. The statistical methods utilised included descriptive statistics and causal research. The descriptive statistics includes the demographic profile of respondents, the principles of ecotourism, the factor analysis and the factor correlation matrix. The causal research includes the t-test and the analysis of variance (ANOVA). The results of the descriptive data indicated that the language most spoken by the respondents was primarily English followed by Afrikaans. The greater number of respondents was married and live in Gauteng. They were well educated with a diploma or degree. Most of the respondents were Wild Card holders and supports conservation organisations, such as Rhino Conservation, followed by SA Wildlife, SANParks Honorary Rangers, Green Peace, UNITE against poaching and World Wide Fund for Nature. Respondents’ understanding of responsible ecotourism is conserving and protecting nature, has a low impact on the environment and has an educational travel experience in any environment. The key principles of ecotourism, namely conservation of nature, conservation of culture, community involvement, environmental education, tourist satisfaction, responsible tourism practices, environmental education, tourist satisfaction, responsible tourism practices, role players participating in ecotourism – the tourist and accommodation and were rated based on a five point Likert scale. The principles that were rated with the highest mean values included: water sources are protected (4.83); tourists are told not to touch or disturb birds and animals (4.76); correct disposal of waste, including cigarette butts, into allocated waste bins is encouraged (4.73); dripping taps are fixed immediately (4.70) and noise is limited in natural areas (4.70). The exploratory factor analysis was conducted on the principles identified, they were as follows: Conservation of nature had five factors namely, Conservation; Controlled development; Environmental friendly; Alien plants; Water saving measurements. Conservation of culture had two factors namely, Local community involvement; Benefit for community. Community involvement had two factors namely, Benefits; Education for community. Environmental education had only one factor namely, learning experiences. Tourist satisfaction also had one factor namely, Tourist satisfaction. Responsible tourism practices had three factors namely, recycling and environmental friendly practices; Interaction with nature; Responsible practices. Tourist participation in ecotourism had one factor namely, Informed tourist. Accommodation had three factors namely, Eco-friendly practices and development; Touch the earth lightly; Environmental friendly accommodation. Group statistics namely t-tests and ANOVA’s were performed to determine whether there were any significant differences between the factors identified from the ecotourism principles. The ttest was used to compare the socio-demographic aspects, namely home language (English and Afrikaans) with all the ecotourism principles. The t-test was used to compare behavioural aspects, namely Wild Card holders (Yes and No) with all the ecotourism principles. This were done to determine if the respondents’ opinions differ about principles in terms of Wild Card holders or non- Wild Card holders. The ANOVA was tested for socio-demographic aspects of respondents namely, marital status. The ANOVA was tested for socio-demographic aspects of respondents namely, level of education. The research made the following contributions to the field of ecotourism. These contributions are made in three categories namely, literature, methodology and practical contributions: * It is the first time that literature about ecotourism are combined to identify principles and constructs. All rating criteria was investigated to do this. * First time that different rating systems regarding ecotourism was identified, analysed and compared to each other. * Added to the literature on future trends of ecotourism which will assist in the planning and development of ecotourism products as well as rating systems. * The rating system can assist in future ecotourism development in protected areas as the most important principle for ecotourism have been identified. * The research contribute to more environment friendly development of ecotourism accommodation products * It is the first time that all relevant aspects of ecotourism was identified and developed into questionnaire that test ecotourism rating constructs and principles. * The research also contribute to the fact that one knows what are the ecotourism constructs that are seen as important by the visitor to national parks. The empirical results also determined statistical differences of the constructs and principles regarding socio-demographic and behavioural aspects of the visitors to national parks in South Africa. * This was the first time that a specific rating system was developed for South African National Parks. * This rating system can also be adapted to other conservation areas such as game reserves and game farms. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Ecological travel (ecotourism) is the “next big thing”. To experience nature up close and personal is to backpack off the beaten track and these days this is the “hippest” way to travel. Ecotourism is seen as the most excelling fragment of tourism and The United Nations World Tourism Organisation (UNWTO) views tourism in an unspoilt natural area (ecotourism) as the fastest growing concept of the tourism industry. Ecotourism has evolved into speciality travel; including an assorted – and often confusing – collection of events and tourism types, for example bird watching, methodical study, photography, diving and trekking. Ecotourism takes place in unspoilt natural areas, lodges and conservation areas such as national parks. South African National Parks, (SANParks), whom manages a system of parks, and signifies the indigenous fauna & flora, landscapes and associated cultural heritage of the country. National parks offers facilities for overnight tourist, with a range of accommodation, in arid, coastal, mountain and bush veld habitats. A variety of incomparable adventure tourism opportunities, for example game viewing, bush walks, canoeing and exposure to cultural and historical experiences are offered by these national parks. SANParks’ objectives are the insurance of protection, conservation and management of the protected areas for the purposes they were declared. The key aspect of SANParks’ management operations is ecotourism. The three areas that the management of parks cover are general management which include finance and marketing; conservation management which consists of wildlife counting, sales of wildlife, environment etc. and ecotourism management which includes aspects such as camps, accommodation, game drives and picnic areas. Because ecotourism as an important aspect of park management and is one of SANParks’ core pillars, the main concern is which strategies and policies are in place in order to provide tourists with an ecotourism experience within South African National Parks? Tourism products (especially accommodation products) need to recognize that customers (tourists) have certain expectations and these expectations must be met. One way in meeting these expectations is to adhere to tourists’ perceptions and satisfaction as well as to provide a quality service. It is also seen as one of the most important influences on productivity and profit of a tourism organisation. One approach to obtain customer satisfaction and meeting expectations is to implement a grading/rating system. When managers and owners of accommodation and tourism products want to convince tourists of the quality of the organisation or tourism product that is being presented, a classification or rating system plays an important role to communicate this vital issue. South Africa has various rating systems / schemes, however there are no acknowledged rating systems for ecotourism products in South Africa National Parks. The shortcomings of these current rating systems are that they rate mostly the hospitality and accommodation sectors. These criteria’s tend to focus on the following: building exteriors, bedrooms, bathrooms, public area, general facilities, general services, housekeeping services, additional facilities and responsible environmental and business practices. None of these schemes focus primarily on ecotourism principles. These systems need to be adapted for nature/wildlife products and the problem that this study will address is to develop an ecotourism rating system for South African National Parks. It is essential to have a rating system in place to compete in the global world where ecotourism and green aspects are important and to deliver a valuable service. Therefore the problem that this research will addresses, is to develop an ecotourism rating system for South Africa National Parks. The research approach used in this study included quantitative methodologies. An explorative research approach was followed through an online questionnaire with the aim of determining the perceptions of visitors about the perceptions of respondents regarding the importance of specific ecotourism principles. These constructs were determined through a literature review. The sources consulted included the following: De Witt, 2011; Du Plessis, 2010; Geldenhuys, 2009:5; Saayman, 2009:70; Fennell, 2008:23; Blamey, 2001:12; Eagles, 1996; Dingwall and Gordon, 1996. The questionnaire was distributed electronically on the SANParks’ website. Data collection took place during April 2013. A total of 308 responses were received during the period of data collection. The results of the empirical quantitative data was analysed by the Statistical Consultation Services at the North-West University by means of the SPSS (Statistical Package for Social Sciences) software programme. The statistical methods utilised included descriptive statistics and causal research. The descriptive statistics includes the demographic profile of respondents, the principles of ecotourism, the factor analysis and the factor correlation matrix. The causal research includes the t-test and the analysis of variance (ANOVA). The results of the descriptive data indicated that the language most spoken by the respondents was primarily English followed by Afrikaans. The greater number of respondents was married and live in Gauteng. They were well educated with a diploma or degree. Most of the respondents were Wild Card holders and supports conservation organisations, such as Rhino Conservation, followed by SA Wildlife, SANParks Honorary Rangers, Green Peace, UNITE against poaching and World Wide Fund for Nature. Respondents’ understanding of responsible ecotourism is conserving and protecting nature, has a low impact on the environment and has an educational travel experience in any environment. The key principles of ecotourism, namely conservation of nature, conservation of culture, community involvement, environmental education, tourist satisfaction, responsible tourism practices, environmental education, tourist satisfaction, responsible tourism practices, role players participating in ecotourism – the tourist and accommodation and were rated based on a five point Likert scale. The principles that were rated with the highest mean values included: water sources are protected (4.83); tourists are told not to touch or disturb birds and animals (4.76); correct disposal of waste, including cigarette butts, into allocated waste bins is encouraged (4.73); dripping taps are fixed immediately (4.70) and noise is limited in natural areas (4.70). The exploratory factor analysis was conducted on the principles identified, they were as follows: Conservation of nature had five factors namely, Conservation; Controlled development; Environmental friendly; Alien plants; Water saving measurements. Conservation of culture had two factors namely, Local community involvement; Benefit for community. Community involvement had two factors namely, Benefits; Education for community. Environmental education had only one factor namely, learning experiences. Tourist satisfaction also had one factor namely, Tourist satisfaction. Responsible tourism practices had three factors namely, recycling and environmental friendly practices; Interaction with nature; Responsible practices. Tourist participation in ecotourism had one factor namely, Informed tourist. Accommodation had three factors namely, Eco-friendly practices and development; Touch the earth lightly; Environmental friendly accommodation. Group statistics namely t-tests and ANOVA’s were performed to determine whether there were any significant differences between the factors identified from the ecotourism principles. The ttest was used to compare the socio-demographic aspects, namely home language (English and Afrikaans) with all the ecotourism principles. The t-test was used to compare behavioural aspects, namely Wild Card holders (Yes and No) with all the ecotourism principles. This were done to determine if the respondents’ opinions differ about principles in terms of Wild Card holders or non- Wild Card holders. The ANOVA was tested for socio-demographic aspects of respondents namely, marital status. The ANOVA was tested for socio-demographic aspects of respondents namely, level of education. The research made the following contributions to the field of ecotourism. These contributions are made in three categories namely, literature, methodology and practical contributions: * It is the first time that literature about ecotourism are combined to identify principles and constructs. All rating criteria was investigated to do this. * First time that different rating systems regarding ecotourism was identified, analysed and compared to each other. * Added to the literature on future trends of ecotourism which will assist in the planning and development of ecotourism products as well as rating systems. * The rating system can assist in future ecotourism development in protected areas as the most important principle for ecotourism have been identified. * The research contribute to more environment friendly development of ecotourism accommodation products * It is the first time that all relevant aspects of ecotourism was identified and developed into questionnaire that test ecotourism rating constructs and principles. * The research also contribute to the fact that one knows what are the ecotourism constructs that are seen as important by the visitor to national parks. The empirical results also determined statistical differences of the constructs and principles regarding socio-demographic and behavioural aspects of the visitors to national parks in South Africa. * This was the first time that a specific rating system was developed for South African National Parks. * This rating system can also be adapted to other conservation areas such as game reserves and game farms. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Background: Eco-labels have become an important tool in products’ promotion, especially in the food industry, where it is used to promote products with ecological, ethical and/or sustainability attributes that consumers are looking for. Even though researches have demonstrated that consumers develop a positive attitude towards green products, some remain skeptical about green claims from marketers which are sometimes considered as ambiguous. Purpose: The purpose of this thesis is to understand consumers’ attitude towards eco-labels and the impact of trust on their intention to buy eco-labelled products, focusing on Generation Y from Europe and on eco-labels from the food industry. Methodology: The research is based on a quantitative study with a cross-sectional design. The data are collected thanks to secondary data and an online survey. Conclusion: The findings show that the Generation Y is well aware of eco-labels and has a positive environmental motivation, both impacting the intention to buy eco-labelled food products. Trust has also a small indirect impact on the intention to buy, since it affects the consumers’ environmental motivation.

Individuals around the globe engage in sustainable consumption in their everyday life, e.g., when it comes to individual transportation. Although tourism behavior contributes to global carbon emissions to a considerable extent, consumers' awareness of sustainability in the tourism industry is still underresearched. Placing eco-labels next to tourist offers on websites might direct consumer's perception towards more sustainable offers. By employing eye-tracking techniques and surveys, this research aimed at linking information about sustainable tourist offers, perception of eco-labels and subsequent perception and preferences of tourism services. In Study 1, eight existing hotel offers with sustainability certification (four different labels) were selected and their websites presented to 48 participants (four websites each), whose eye movements were tracked. After looking at each website, they rated the overall appearance of the website. Based on the results, in the second study, participants' (n = 642) awareness of labels, their values and attitudes regarding sustainable behavior were found to influence their preference for certified tour operators. In addition, individuals' ideas of their perfect holidays were captured to allow a better understanding of their motivation. This research proposes implementing appropriate sustainable labeling in the tourism industry to increase awareness about sustainability among travelers and subsequently increase sustainable travel behavior.

Environmental labels on products and services have been increasingly significant in influencing consumer purchasing and represent a crucial communication of the environmental credentials of products and companies. Yet their importance to industrial designers, who are recognised as having significant influence over the environmental impact of products, is less known. The overall aim of this research project is to investigate factors affecting the implementation of UK environmental labels by in-house industrial designers in UK Small and Medium-sized Enterprises (SMEs). A review of the literature on industrial designers and environmental labels found that there was a gap in knowledge surrounding the factors affecting how and whether in-house industrial designers implement labels in their work, and what understanding they have. In response to the literature review a number of research questions were generated, which influenced the direction of this emergent, exploratory research. A Preliminary Study was set up to collect qualitative data from practicing industrial designers in UK SMEs on their recognition and use of environmental label schemes. A mock-up Resource was consequently developed that provided the information the Preliminary Study participants claimed to need. During the Main Study the Resource was used as an elicitation tool to further probe designers' understanding and use of labels. Subsequently, three Case Studies were conducted with UK SMEs who have implemented labels on their products, to identify elements of best practice. The in-house SME designers in the study appeared to have knowledge of environmental label types and schemes. Both this and designers' position within their companies especially in terms of their input on design briefs moderates their ability to implement labels. The cooperation and contribution of colleagues is also significant to the effective application including driving their use and being willing to include them in the product development process from early stages to impact on success or effectiveness. It is suggested that a whole company approach is needed. This thesis provides an original contribution to knowledge on in-house designers' capability to implement labels; understanding of designers' current knowledge and use of labels; and the role of designers in all SMEs, not just those engaged in ecodesign or using environmental labels.

Eco-labels impact consumers‟ likelihood to buy eco-labelled products and serve as a tool during the decision-making process that helps consumers make informed purchase choices. The textile industry is responsible for a large amount of pollution, but has started to follow a more holistic, eco-friendly approach. Information about their eco-friendliness is communicated to consumers via eco-labels. Consumers can influence the textile industry to include more eco-labelled textile products in their desired range of products, by buying and demanding eco-labelled textile products. However, international studies indicate that consumers do not understand textile eco-labels and the information that is found on these labels. A lack of understanding prevents consumers from including such products in their pre-purchase decision-making process. Yet some consumers, from developed and developing countries, are willing to buy eco-labelled products and pay more for such products. Limited research in this regard, within a South African context, is available hence, more research was required in this study field. Therefore, this study aimed to explore consumers‟ understanding and utilisation of textile eco-labels during pre-purchase decision-making. The research for the study was done using a convenience and purposive sampling method with a quantitative structured online questionnaire for data collection purposes. Findings suggest that respondents were environmentally conscious, but only to some extent. Most respondents objectively understood textile eco-labelled products, but not textile eco-labels or organic label information regarding cotton production processes. Respondents indicated that they do not use textile eco-labels when making a pre-purchase decision, yet they somewhat recognised the need to buy eco-friendly textile products, because they are aware of environmental implications. Regarding the information on eco-labels, respondents searched for information surrounding the quality of eco-labelled textile products, followed by the care instructions and the credibility of the eco-label on the product. Finally, there was a segment of respondents who buy and utilise textile eco-labelled products, and are willing to pay a higher price for these products. The higher price was the main factor that prevented other respondents from buying eco-labelled textile products. Consumers can benefit from education regarding environmental issues and how their purchasing choices can make a difference in protecting the environment. Furthermore, educating consumers about eco-labelled textile products might increase their awareness and utilisation of these products. In turn, this awareness about eco-labels might encourage consumers to include these kinds of products in their pre-purchase decision-making process. Additionally the industry can strive towards keeping eco-labelled products‟ prices relatively equal to regular product‟s prices to make it easier for consumers to choose between the different products, based on their environmental attributes and not price. Finally, the textile industry and manufacturers can focus on making textile eco-labels more attractive and attention-grabbing in order to focus consumers‟ attention on these labels. Furthermore, on these labels, symbols and words should be used together and all elements should correspond to enhance consumers‟ understanding. If all of these elements of an eco-label convey the same message, consumers might be able to understand the intended message by manufacturers and the industry better. / M Consumer Sciences, North-West University, Potchefstroom Campus, 2014

Along with the organic food market development, two directions within the industry has appeared, the traditional organic farming and the biodynamic organic farming. The thesis aimed to derive at which organic certification of organic food in the Swedish food market is most appropriate to the organic movement, based on customer perceptions of Swedish University students. The thesis looked at KRAV, a certifier of traditional organic farming, and Demeter, a certifier of biodynamic organic farming. A quantitative method was used to gain a deeper understanding of the consumer perceptions of organic certification standards and the comparison of KRAV and Demeter, and which certification consumers preferred. A survey was distributed in order to find out the consumer perceptions. The findings of the thesis were split into two parts, each answering one research question. The first part showed that people adhered to the standards of Demeter, with average means skewed towards their side of the scale. The second part identified five hypotheses to be tested against each other, and found customer confusion to be the main impacting factor of consumer perceptions of organic food standards.

Title: Talking green, behaving brown - A study about consumers intention-behavior gap among eco-labels Level: Bachelor thesis in Business & Administration   Authors: Emma-Sophie Doksaeter & Julia Nordman   Supervisor: Jonas Kågström   Date: January 2019   Purpose: The purpose of this study is to analyze consumers intention-behavior gap towards eco-labeled products based on Carrington’s et. al. model considering more recent studies regarding different variables such as relations, moral and knowledge.   Method: A quantitative survey design was developed based on variables from Carrington et al. (2010) and variables from more recent studies. Four surveys were made divided into three different countries; Sweden, Norway and Finland. The total number of participating respondents were 540. We used cluster, factor and SEM analysis to interpret our results.   Result & analysis: The result shows that it exists a gap between intention and behavior when speaking of eco-labels among consumers. Variables such as knowledge, actual behavior control have a big impact on implementation intention. Situational context and relations have low significance on implementation intention. Although, by considering all of these variables, it is possible to close the gap. To close the gap, it is also important to consider different consumer groups.     Contribution of the thesis: The study shows that it exists a gap between what consumers say they are going to do, and what they actually do, and that it is possible to close the gap between intentions and behavior when talking about eco-labels.   Suggestions for future research: The study shows cultural differences in intentions and behavior towards eco-labels. It would be possible to study this further. Another study could look at how organizations could increase eco-labels credibility towards consumers.    Keywords: Green marketing, behavior economics, intention-behavior gap, eco-labels, environmental intention

The concept of sustainability has become apparent in the fast fashion business. In recent years many companies have started to label the more sustainable garments in order to make it easier for the consumer to make conscious decisions while shopping. However, this raises many questions due to unclear use of sustainability terms and the contradiction between environmental and ethical aspects in regards to the fashion industry. The purpose of the thesis is to raise a discussion concerning the use of sustainability labels within fast fashion. In order to reach the purpose, the following questions were developed: “What do different sustainability labels mean according to the fast fashion business?”, “What knowledge do the customers have about different sustainability labels?” and “Do the labels have an impact in the buying decision making process?”We have done an explorative study to investigate a phenomenon and highlight a potential problem in this field of studies. Since the aim of the empirical research is to gain insight of the consumers' attitudes and knowledge, the study is to a large extent qualitative. We conducted a survey in which purposive sampling was used as we wanted the respondents to fulfil certain criteria. In addition to the survey, we also conducted research on a number of fast fashion companies to get an idea of what information the customers would be naturally exposed to. The results from the study show that sustainability labels within fast fashion have not experienced their intended success among their largest consumer group. It has not yet reached desired effects on the consumption behaviour, the interest for sustainability nor the knowledge among the young female respondents. One can therefore discuss the utility of using labels within fast fashion. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Studien undersöker hur svenska småbarnsföräldrar upplever miljöinformation i samband med konsumtion och hur de upplever konsumtion av miljömärkta varor. Även vilken information om miljömärkningar som föräldrarna saknar och hur kommunikation om miljömärkningar kan utformas, undersöks. Syftet är att få en ökad förståelse för småbarnsföräldrars informations- och konsumtionsupplevelser och att därigenom förbättra kommunikation om miljömärkningar. Undersökningen genomförs med semistrukturerade intervjuer som analyseras med kvalitativ innehållsanalys.  Resultatet visar att miljöinformation i samband med konsumtion upplevs som påtvingande, styrande och distanserande. Att konsumera miljömärkta varor upplevs som kostsamt. Respondenterna efterfrågar information om vad miljömärkningar betyder, vad miljömärkningarna bidrar till och vilka som gynnas av den. Ett oväntat resultat var respondenternas genomgående positiva inställning till närproducerad konsumtion. Närproducerad konsumtion associerades med begrepp som hemma och igenkänning. Framtida kommunikation bör därav, för att öka konsumtionen av miljömärkta varor, fokusera på att informera småbarnsföräldrar om miljömärkningar betydelse, vilka som gynnas av konsumtionen samt att återskapa de associationer som upplevs i samband med närproducerad konsumtion.