We also investigated to which exten

We also investigated to which extent motivation, understanding and use are related to consumers’ pattern of life values, and found patterns largely consistent with the Schwartz theory of values: universalism is the dominant value domain influencing motivation, understanding and use of sustainability labels. Other value domains have smaller influences, and the pattern of results found by and large shows, as expected, that consumers putting higher emphasis on collectivistic as compared to individualistic values also pay more attention to sustainability issues in the context of food.
We found a number of demographic effects as well. Women are more concerned about sustainability and use labels more often than men, but there is no difference in level of understanding. Older people have higher levels of concern, but lower levels of understanding and use. Higher social classes report more use of sustainability labels, but social class has no effect on level of concern or understanding. Having children has, perhaps surprisingly, no influence. Higher education leads to higher levels of understanding and use, but not to higher levels of concern.
We found some interesting country effects as well, and these demonstrate again that the relationship between motivation (measured as level of concern), understanding and use is complex.