Consumers’ knowledge gain through a cross-category environmental label

Consumers' food choices play a crucial role in the shift toward increased sustainability. However, consumers' knowledge about daily items is not sufficient to evoke environmentally friendly choices. To facilitate towards more sustainable consumption, providing understandable information environmental impact of products an easily accessible and effective way seems be promising. With this outcome view, we created new label tested its effectiveness improving people's accuracy evaluating friendliness products. The proposed based on life cycle assessment (LCA) designed compare across categories through color-coded scheme. In online choice task, participants were asked choose product two options. Depending condition, either labeled or not. As expected, number correct was significantly higher when (vs. not). Moreover, had positive attitude cross-category label; they evaluated it as comprehensible, credible useful. majority indicated that would willing include their shopping decisions, if introduced market. Altogether, present research provides evidence sustainability suitable for informing consumers helps them identify