Article
Testing Effective Labels: A Climate Scale Label Helps Consumers Identify Greener Grocery Alternatives – But Fails To Change Aggregate Behaviour
Food takes up a quarter of Western consumers’ climate footprints, which means that changing what we eat is pivotal for the green transition. To guide consumers towards greener groceries the Danish Ministry of Food, Agriculture and Fisheries plans to introduce a national climate label for food products.
The Danish Competition and Consumer Authority has run a series of randomized experiments to test two label options: a best-in-class and a scale. The results demonstrate that consumers prefer the scale label. This label also significantly improves consumers’ ability to identify climate-friendly alternatives.