Trading off environmental attributes in food consumption choices

In light of a European harmonized Front-of-Package (FOP) labelling system, an integrated “Eco-score” should overcome the multitude of sustainability labels on food. However, several established sustainability-related food attributes, like organic standards or the product’s origin, are typically also considered pro-environmental attributes by consumers. This coexistence might require trade-offs with the new Eco-score during food choices. Further, the need to activate pro-environmental goals amongst consumers while making food choices has increasingly been expressed, as an improvement or addition to merely awareness-increasing approaches. This study evaluated Belgian consumers’ (N = 300) preferences for available vegetable supplies through a discrete choice experiment (DCE) with attributes on seasonality, localness, organic label, Eco-score and a monthly price. Furthermore, using a 2 × 2 between-subject split, various ways of priming pro-environmental goals through sustainable self-views have been evaluated. Overall, Eco-scores were found equally important as price and localness, while organic was found least important. In addition, in situations of conflicting Eco-scores and origins (i.e. local with poor Eco-scores and vice versa), more importance was attached to the most beneficial attribute. Furthermore, strong aversions towards longer term commitments to seasonal vegetable consumption were observed. Lastly, making people think of themselves as sustainable yet too confidently, might backfire. With more uncertainty, sustainable self-views might induce more positive preferences for seasonal vegetables and better Eco-Scores. The challenges and opportunities revealed by these insights should guide future policymaking for a more effective labelling system.