Communicating environmental labels to children and youths – research report published

The Blue Angel is one of the world’s oldest environmental labels. However, especially in younger age groups the awareness of the Blue Angel is declining. The task of the research project was to position the Blue Angel as a trustworthy source of independent environmental and product information in the domain of sustainable consumption. To achieve that aim, the project developed new communication strategies to increase the salience of the Blue Angel in the target group of children and young people and to make the Blue Angel more relevant for their decision-making processes and consumption choices. In the project, the focus was on the target group of primary school children as well as teachers and educators in schools and non-formal education contexts. For this purpose, the project team developed a series of educational modules and activities. Corresponding teaching and learning materials as well as four short films on the topics of the series were also developed. In a pilot project, they were tested at schools and in focus groups. Based on these field tests, a comprehensive concept was developed to address raise the profile of the Blue Angel as a reliable sustainability label among schools, teachers and educators.