Abstract

Purpose – The purpose of this paper is to critically reflect on the effects that carbon labelling of food products will have on consumer purchasing behaviour and on reducing emissions of greenhouse gases. Design/methodology/approach – The paper summarises the findings from research on organic food-purchasing behaviour and discusses how this can be applied to the new field of carbon labelling of food. Two consumer behaviour studies specifically examining carbon labelling are also reviewed. Findings – Although consumers have positive attitudes to preserving the environment, sales of organic products are low for several reasons: perceived high price, strong habits governing food purchases, perceived low availability, lack of marketing and information, lack of trust in the labelling system, and low perceived customer effectiveness. All these obstacles apply to the purchase of carbon labelled products and several are even greater for carbon-labelled products, since these do not bring any personal benefits to the consumer, unlike the perceived case for organic products. Practical implications – A carbon labelling scheme must be introduced carefully to avoid confusing the consumer. The goal of the carbon labelling system must be defined, and the label and labelling system designed and managed to meet that goal. Originality/value – Lessons learned from the abundant research on purchasing behaviour regarding organic food are applied to the new field of carbon labelling for the first time. Fields in need of further research for the successful introduction of carbon labelling schemes are identified. Keywords Labelling, Consumer behaviour Paper type Conceptual paper

Keywords

Labelling; Consumer behaviour

Published in

British Food Journal
2011, Volume: 113, number: 8-9, pages: 982-996
Publisher: EMERALD GROUP PUBLISHING LIMITED

SLU Authors

• Röös, Elin

  • Department of Energy and Technology, Swedish University of Agricultural Sciences
    

• Tjärnemo, Helene

  • Department of People and Society, Swedish University of Agricultural Sciences
    

Sustainable Development Goals

SDG2 End hunger, achieve food security and improved nutrition and promote sustainable agriculture


UKÄ Subject classification

Food Science
Environmental Sciences related to Agriculture and Land-use


Publication identifier

DOI: https://doi.org/10.1108/00070701111153742

Permanent link to this page (URI)

https://res.slu.se/id/publ/57538