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

Abstract

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

Keywords

Carbon label; Climate label; Choice analysis; Stated preferences; Purchase behaviour

Published in

Food Policy
2021, volume: 101, article number: 102097
Publisher: ELSEVIER SCI LTD

SLU Authors

• Edenbrandt, Anna Kristina

  • Department of Economics, Swedish University of Agricultural Sciences
    

• Lagerkvist, Carl-Johan

  • Department of Economics, Swedish University of Agricultural Sciences
    

UKÄ Subject classification

Economics

Publication identifier

• DOI: https://doi.org/10.1016/j.foodpol.2021.102097

Permanent link to this page (URI)

https://res.slu.se/id/publ/113081