Researcher(s):
Anna-Brooke Gutzler
ENVS course(s): 400 Initiated: September 2011 Completed: May 2012 Go to project site
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The focus of my research will consist of studying eco-labels in cereals along a spectrum of grocery stores. Cereal is an interesting subject of study as the environmental implications of growing the grains for cereals are rarely addressed as well as the degree of processing necessary for producing cereal. From a marketing standpoint, the general target audience of cereals is mothers of young children or the young children themselves, generating a unique ethos and maternal dynamic associated with cereals. The availability of marketing on cereal box packaging creates a unique opportunity for brands to attract consumers. As the influx of eco-labels in the food industry has permeated the cereal industry, environmentally conscious claims have found their way to the fronts of cereal boxes.