Abstract
The ninth chapter explores the role of carbon labels in guiding consumers towards more environmentally friendly and low carbon choices and to inform and educate them about the environmental impact of the food’s life cycle. Particularly, the chapter reviews the main carbon labels and consumers‘perceptions about carbon neutral labels on the shelf and available to consumers. Moreover, the chapter also deals with carbon labels design and how a better design can help communicate environmental and carbon information. Additionally, the role of green marketing and communication has been explored, with a particular focus on how to communicate climate change and climate-related information to consumers. Finally, it explores the role of retailers and Green Public Procurements (GPP) in helping the spreading of these labels and boosts the interest of all the agri-food supply-chain in developing labels able to identify low carbon and carbon neutral products.
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Notes
- 1.
The framework has been proposed by Maclnnis and Jaworski (1989) for explaining how consumers react to advertising information, noting that any advertising effects depend on the consumer’s opportunity to process the ad information (related to the amount of exposure to the information), on the consumer’s ability to interpret the ad information and make inferences from it, and fi- nally on the consumer’s motivation to engage in processing the information, as the latter will determine the depth of processing and hence the type of memory trace that the ad message leaves (Petty and Cacioppo 1996).
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Acampora, A., Ruini, L., Pratesi, C.A., Lucchetti, M.C. (2022). Towards a Carbon Labelled World?. In: Carbon Neutrality in the Agri-food Sector. Springer, Cham. https://doi.org/10.1007/978-3-030-88048-4_8
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