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Environmental labelling and consumption changes: A food choice experiment

Author

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  • Laurent Muller

    (GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

  • Anne Lacroix

    (GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

  • Bernard Ruffieux

    (GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology)

Abstract
This study examines how environment-related food labels affect shopping behaviour. Using an experimental store consisting of nearly 300 available food items, we observe the food purchases of consumers before and after each product is tagged with one of three environmental labels: single traffic lights, multiple traffic lights and the kilometric format. The kilometric format indicates the greenhouse gas emissions for each product by indicating the equivalent number of kilometres driven by an average car. The other two formats are based on the traffic-light rating system used for nutrients by the British Food Standard Agency. Multiple traffic lights present three traffic lights simultaneously: one each for greenhouse gas emissions, water eutrophication and air acidity. The single traffic light label displays one unique traffic light for greenhouse gas emissions. All three types of environmental labels lead consumers to purchase more environmentally friendly food baskets (i.e., significant decreases in carbon dioxide, nitrogen and sulfur dioxide emissions). Labelling, however, does not affect the price of selected food baskets (in Euros per 100 g) or their nutritional content. By generating more product substitutions between unlabelled and labelled baskets, multiple traffic lights are more effective in reducing GHG emissions, eutrophication and acidification.

Suggested Citation

  • Laurent Muller & Anne Lacroix & Bernard Ruffieux, 2019. "Environmental labelling and consumption changes: A food choice experiment," Post-Print hal-02065189, HAL.
    • Handle: RePEc:hal:journl:hal-02065189
    DOI: 10.1007/s10640-019-00328-9
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    References listed on IDEAS

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    Cited by:

    1. Carlsson, Fredrik & Kataria, Mitesh & Lampi, Elina, 2022. "How much does it take? Willingness to switch to meat substitutes," Ecological Economics, Elsevier, vol. 193(C).
    2. Chavez, Daniel E. & Palma, Marco A. & Nayga, Rodolfo M. & Mjelde, James W., 2020. "Product availability in discrete choice experiments with private goods," Journal of choice modelling, Elsevier, vol. 36(C).
    3. Bonnet, Céline & Bouamra-Mechemache, Zohra & Réquillart, Vincent & Treich, Nicolas, 2020. "Viewpoint: Regulating meat consumption to improve health, the environment and animal welfare," Food Policy, Elsevier, vol. 97(C).
    4. Luca A. Panzone & Natasha Auch & Daniel John Zizzo, 2024. "Nudging the Food Basket Green: The Effects of Commitment and Badges on the Carbon Footprint of Food Shopping," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 87(1), pages 89-133, January.
    5. Lelia Voinea & Diana Maria Vrânceanu & Alina Filip & Dorin Vicențiu Popescu & Teodor Mihai Negrea & Răzvan Dina, 2019. "Research on Food Behavior in Romania from the Perspective of Supporting Healthy Eating Habits," Sustainability, MDPI, vol. 11(19), pages 1-26, September.
    6. Soregaroli, Claudio & Ricci, Elena Claire & Stranieri, Stefanella & Nayga, Rodolfo M. & Capri, Ettore & Castellari, Elena, 2021. "Carbon footprint information, prices, and restaurant wine choices by customers: A natural field experiment," Ecological Economics, Elsevier, vol. 186(C).
    7. Aysegul Kanay & Denis Hilton & Laetitia Charalambides & Jean-Baptiste Corrégé & Eva Inaudi & Laurent Waroquier & Stéphane Cézéra, 2021. "Making the carbon basket count: Goal setting promotes sustainable consumption in a simulated online supermarket," Post-Print hal-03403040, HAL.
    8. Dannenberg, Astrid & Weingärtner, Eva, 2023. "The effects of observability and an information nudge on food choice," Journal of Environmental Economics and Management, Elsevier, vol. 120(C).
    9. Cécile Détang-Dessendre & Hervé Guyomard & Vincent Réquillart & Louis-Georges Soler, 2020. "Changing Agricultural Systems and Food Diets to Prevent and Mitigate Global Health Shocks," Sustainability, MDPI, vol. 12(16), pages 1-13, August.
    10. Romain Espinosa & Nicolas Treich, 2023. "Eliciting Non-hypothetical Willingness-to-pay for Novel Products: An Application to Cultured Meat," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 85(3), pages 673-706, August.
    11. Kazi, Oishi & Miller, Steven R. & Malone, Trey & Wolf, Christopher A., 2022. "The Changing Role of Fat Perceptions in Fluid Milk Labeling: Would the Dairy Industry Sell More if 2% Milk Was Called “98% Fat Free”?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 53(2), July.
    12. Carlsson, Fredrik & Kataria, Mitesh & Lampi, Elina, 2021. "Sustainable food: can food labels make consumers switch to meat substitutes?," Working Papers in Economics 816, University of Gothenburg, Department of Economics.
    13. Lucile Marty & Laura Arrazat & Gaëlle Arvisenet & Sophie Nicklaus & Stephanie Chambaron, 2021. "Protocol and statistical analysis plan - impact of environmental labelling on food choices: a randomized controlled trial in a virtual reality supermarket," Working Papers hal-03270668, HAL.
    14. Katarzyna Szalonka & Elżbieta Stańczyk & Anna Gardocka-Jałowiec & Paweł Waniowski & Agata Niemczyk & Zofia Gródek-Szostak, 2021. "Food Choices and Their Impact on Health and Environment," Energies, MDPI, vol. 14(17), pages 1-14, September.
    15. Carlsson, Fredrik & Kataria, Mitesh & Lampi, Elina, 2022. "Sustainable food: Can information from food labels make consumers switch to meat substitutes?," Ecological Economics, Elsevier, vol. 201(C).
    16. Lohmann, Paul M. & Gsottbauer, Elisabeth & Doherty, Anya & Kontoleon, Andreas, 2022. "Do carbon footprint labels promote climatarian diets? Evidence from a large-scale field experiment," Journal of Environmental Economics and Management, Elsevier, vol. 114(C).
    17. Lotte Hallez & Yara Qutteina & Filip Boen & Tim Smits, 2021. "The ABC’s of Ecological and Nutrition Labels. The Impact of Label Theme and Complexity on the Environmental Footprint of Online Grocery Choices," Sustainability, MDPI, vol. 13(5), pages 1-28, February.
    18. Casati, Mirta & Stranieri, Stefanella & Rommel, Jens & Medici, Riccardo & Soregaroli, Claudio, 2022. "The impact of a carbon footprint label on food orders: A natural field experiment in a full-service restaurant," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322144, Agricultural and Applied Economics Association.
    19. Giovanna Piracci & Fabio Boncinelli & Leonardo Casini, 2023. "Investigating Consumer Preferences for Sustainable Packaging Through a Different Behavioural Approach: A Random Regret Minimization Application," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 86(1), pages 1-27, October.

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