Gärna en miljömärkning - men till vilket pris? : en kvalitativ studie om miljömärkningars betydelse för generation Millennials och deras attityder gentemot miljöanpassade produkter och hållbar konsumtion

Millennials as consumers are often more positive towards sustainable consumption than their actual consumption behavior shows. Furthermore, eco-labels are considered an easy way to show that a brand or product is environmentally friendly. They are perceived as reliable information and can therefore influence consumers' choices. However, the growing number and a general lack of knowledge about both the overall concept of sustainability and specific eco-labels complicate their use and can thus confuse consumers. Thus, our hope is that this study can add new insights into Swedish Millennials' attitudes towards eco- labels and in turn the impact of eco-labels on attitudes towards sustainable consumption. This study aims to explore what attitudes and perceptions Swedish Millennials have towards eco-labeled goods, and what impact they have on their perception of sustainable consumption. The empirical data is based on a qualitative research method with four semi- structured focus groups. The results of this study show that young consumers perceive eco- labels as confusing, expensive, difficult and not entirely reliable. With that said, we noted that the participants still felt that with a smaller price difference, they still bought products with eco-labels. Furthermore, the results of this study show that eco-labels have a mixed impact on consumers' attitudes towards sustainable consumption. Many felt that eco-labels made sustainable consumption seem difficult, and others felt that there were better alternatives such as shopping locally produced. Finally, it is our understanding that companies must focus on creating awareness, developing positive associations and strengthening brand trust in eco-labels. It will not only create higher brand loyalty, but also result in consumers continuing to demand sustainable products that are good for both the consumer and the planet