A new study has investigated the impact of an improved carbon label design on food choices. It finds that consumers are significantly less likely to opt for animal-based meals when made aware of their environmental impact.
Previous research has indicated that the impact of carbon labels is small; however, the labels used in these studies were sometimes quantitative only, presenting a number with little context as to whether it was high or low. The labels also failed to clarify the difference in emissions between plant-based and animal-based products.
The new study addresses these limitations by introducing new “item mapping” labels, designed to link emissions to food items. The labels feature a carbon score ranging from A (low emissions) to E (high emissions), along with icons showing plants or animals depending on which the food is predominantly made from.
The study found that these labels significantly reduced the number of consumers opting for animal-based foods, particularly among those who cared more about sustainable eating. In one experiment, participants were offered a choice of a plant-based or meat-based snack; some were shown carbon labels for the products, while others were not. Among those shown the labels, just 19% chose the animal-based snack, compared to 32% in the other group.
Behavioral nudges
Several studies have explored the potential of “behavioral nudges” to prompt consumers to choose plant-based options; research published last month showed that online grocery platforms could effectively encourage shoppers to opt for plant-based foods through strategies such as carbon labeling and product categorization. A 2024 study found that introducing a labeling nudge in a university cafeteria and encouraging students to reflect on it decreased the sale of meat-based options.
“Small changes in how information is presented can lead to meaningful shifts in behavior,” said Bhagyashree Katare, leader of the online grocery study. “If we want to promote sustainability, these kinds of strategies are a step in the right direction.”
