Unsustainable burgers? Deploying carbon footprint labels to enhance sustainability perceptions of animal-based food products

Environmental sustainability stands at the forefront of global issues, with many consumers changing their habits to reduce their carbon footprint. A prime example is the cutback in meat consumption and increased adoption of a plant-based diet by consumers across the globe. This research examines this phenomenon and considers the impact of the carbon footprint label in shifting consumers’ perceptions of environmental sustainability of plant-based and animal-based food products; identifying implications for purchase intent. Additionally, the research explores how the effect varies with different levels of consumer perceived believability. A study of 605 online Proflific participants from the US provided data for analysis using PROCESS macro in SPSS. Results indicate that as perceived believability increases, a carbon footprint label has an increasingly positive effect on perceived environmental sustainability for animal-based products but not for products derived from plant protein. We add to current theory and practice by examining emerging nuances in plant-based food consumption, identifying a halo effect for plant-based foods that impact consumer perceptions derived from package labels.