Carbon footprint labels involving traffic lights foster sustainable food choices

One reason consumers buy unsustainable products is that judging the environmental impact of food choices very difficult. This study examines whether using carbon footprint labels to convey relevant information increases tendency choose low-carbon items. In a pre-registered online experiment, 1,126 participants chose between low-CO2 and high-CO2 14 times (e.g., chili sin carne versus con or margarine butter). The two alternatives were either presented without (control), with label communicating alternative’s relative sustainability within its category (traffic light), absolute emissions in kg CO2 (absolute), both (combined). results show traffic light combined increased chance choosing (versus high-CO2) item. There no interactions concern / cognitive reflection. Our research contributes discussion on effectiveness practical relevance by testing specific design demonstrating limited emissions.