Journal of Consumer Policy

, Volume 34, Issue 1, pp 153–160

Customer Response to Carbon Labelling of Groceries

Authors

    • School of Environmental Science and ManagementSouthern Cross University
  • John Shortiss
    • East Ballina Foodworks
  • Scott Aulsebrook
    • School of Environmental Science and ManagementSouthern Cross University
  • Angus M. Gillespie
    • School of Environmental Science and ManagementSouthern Cross University
  • Ben C. Howell
    • School of Environmental Science and ManagementSouthern Cross University
  • Rhoda Johanni
    • School of Environmental Science and ManagementSouthern Cross University
  • Michael J. Maher
    • School of Environmental Science and ManagementSouthern Cross University
  • Kelly M. Mitchell
    • School of Environmental Science and ManagementSouthern Cross University
  • Mark D. Stewart
    • School of Environmental Science and ManagementSouthern Cross University
  • Jim Yates
    • School of Environmental Science and ManagementSouthern Cross University
Original Paper

DOI: 10.1007/s10603-010-9140-7

Cite this article as:
Vanclay, J.K., Shortiss, J., Aulsebrook, S. et al. J Consum Policy (2011) 34: 153. doi:10.1007/s10603-010-9140-7

Abstract

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.

Keywords

Carbon labelEcological footprintEmissions reductionGreen consumersConsumer environmental purchasing behaviour

Copyright information

© Springer Science+Business Media, LLC. 2010