Is food labelling effective in reducing climate impact by encouraging the substitution of protein sources?

This study investigates consumer willingness to substitute high-emissions meat products with lower-emissions protein products, including blends of and vegetables. Survey data, a choice experiment, are combined data on the respondents’ actual purchase behaviour. The traffic light carbon label has an effect behaviour, as it increases such chicken substitutes. We further find that these is largest among individuals who already purchasing most sustainably. discuss policy implications from expected impacts labels, how labels affect different types consumers.