Customer Response to Carbon Labelling of Groceries
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- Vanclay, J.K., Shortiss, J., Aulsebrook, S. et al. J Consum Policy (2011) 34: 153. doi:10.1007/s10603-010-9140-7
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Thirty-seven products were labelled to indicate embodied carbon emissions, and sales were recorded over a 3-month period. Green (below average), yellow (near average), and black (above average) footprints indicated carbon emissions embodied in groceries. The overall change in purchasing pattern was small, with black-labelled sales decreasing 6% and green-labelled sales increasing 4% after labelling. However, when green-labelled products were also the cheapest, the shift was more substantial, with a 20% switch from black- to green-label sales. These findings illustrate the potential for labelling to stimulate reductions in carbon emissions.