IDEAS home Printed from https://ideas.repec.org/a/oup/erevae/v49y2022i5p1005-1026..html
   My bibliography  Save this article

Red, yellow, or green? Do consumers’ choices of food products depend on the label design?

Author

Listed:
  • Fredrik Carlsson
  • Mitesh Kataria
  • Elina Lampi
  • Erik Nyberg
  • Thomas Sterner

Abstract

Using a stated preference survey, we investigate to what extent consumers are willing to make costlier food consumption choices to decrease damages to health, the environment, and animal well-being. In particular, we investigate how the graphic design of the labels affects choice behaviour by comparing traffic–light and greyscale labels and plain-text description with each other. We found that the red colour in traffic lights seems to strengthen respondents’ preferences for avoiding the worst level of a collective attribute such as climate impact or antibiotics use, while the green colour strengthened preferences for the more private attribute, namely healthiness. On average, the price premiums for a green label compared with a red label is 52 per cent for healthiness, 64 per cent for both animal welfare and antibiotics, and 20 per cent for climate impact.

Suggested Citation

  • Fredrik Carlsson & Mitesh Kataria & Elina Lampi & Erik Nyberg & Thomas Sterner, 2022. "Red, yellow, or green? Do consumers’ choices of food products depend on the label design?," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 49(5), pages 1005-1026.
    • Handle: RePEc:oup:erevae:v:49:y:2022:i:5:p:1005-1026.
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1093/erae/jbab036
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:erevae:v:49:y:2022:i:5:p:1005-1026.. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxford University Press (email available below). General contact details of provider: https://edirc.repec.org/data/eaaeeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.