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Report, 2014

Got green milk? : A field experimental trial of consumer demand for a climate label

Elofsson, Katarina; Matsdotter, Elina; Arntyr, Johan


A majority of consumers claim to prefer climate-labelled food over non-labelled alternatives. However, there is limited empirical evidence that such labels actually influence consumer behaviour when shopping.The purpose of this study is to investigate whether qualitative information aboutavoluntary climate labelling schemeaffects the demand for milk in the short run.In arandomized field experiment conducted in 17 retail stores in Sweden, the effects of a climate label on milk demand was measured. Results suggest that climate labelling increased demand for medium-fat climate labelled milk by approximately 7%.The response is significantly smaller than suggested by consumer surveys but larger than that observed in earlier studies of actual purchasing behaviour where quantitative information on climate impact was provided.

Published in

Working Paper Series / Swedish University of Agricultural Sciences, Department of Economics
2014, number: 2014:02
Publisher: Swedish University of Agricultural Sciences, Department of Economics

      SLU Authors

    • UKÄ Subject classification

      Climate Research

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