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The topic of 'sustainability' has become increasingly relevant in recent decades. In Germany, the food industry in particular has a significant influence on resource consumption and the environment, and the quality of the product is praised on food packaging with sustainability aspects. The focus of the article is on organic milk, as the dairy industry is often criticized for its climate-damaging effects. In the following, I will examine how the topic of 'sustainability' is presented on organic milk packaging. For this purpose, a topic analysis is carried out to show which sustainability aspects are preferably used for the advertising of organic milk. It turns out that sustainability aspects are predominantly used as sales arguments that talk about the positive goals of sustainability or promote a certain behaviour instead of avoiding a different behaviour. For example, there is more talk about promoting biodiversity, animal welfare and fair wages than about avoiding CO2 emissions, overexploitation of soils, deforestation or water pollution.

Die Beiträge des Bandes beruhen zum Großteil auf den gehaltenen Vorträgen, setzen aber zum Teil einen anderen Fokus: Workshop "Exploring Eco-Discourses – eine interdisziplinäre Research School", 09.10.2023-11.10.2023, Darmstadt, Germany.