Published in
Springer Verlag, Journal of Consumer Policy, 1(34), p. 153-160
DOI: 10.1007/s10603-010-9140-7
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- [citeseerx.ist.psu.edu] | PDF
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Tools
Customer response to carbon labelling of groceries
,
John Shortiss,
Scott Aulsebrook,
Angus M. Gillespie,
Ben C. Howell,
Rhoda Johanni,
Michael J. Maher,
Kelly M. Mitchell,
Mark D. Stewart,
Jim Yates
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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.