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Effects of environmental impact labels on the sustainability of food purchases: Two randomised controlled trials in an experimental online supermarket

Author

Listed:
  • Christina Potter
  • Rachel Pechey
  • Michael Clark
  • Kerstin Frie
  • Paul A Bateman
  • Brian Cook
  • Cristina Stewart
  • Carmen Piernas
  • John Lynch
  • Mike Rayner
  • Joseph Poore
  • Susan A Jebb

Abstract

Providing consumers with product-specific environmental impact information for food products (ecolabels) may promote more sustainable purchasing, needed to meet global environmental targets. Two UK studies investigated the effectiveness of different ecolabels using an experimental online supermarket platform. Study 1 (N = 1051 participants) compared three labels against control (no label), while Study 2 (N = 4979) tested four designs against control. Study 1 found significant reductions in the environmental impact score (EIS) for all labels compared to control (labels presented: values for four environmental indicators [-3.9 percentiles, 95%CIs: -5.2,-2.6]; a composite score [taking values from A to E; -3.9, 95%CIs: -5.2,-2.5]; or both together [-3.2, 95%CIs: -4.5,-1.9]). Study 2 showed significant reductions in EIS compared to control for A-E labels [-2.3, 95%CIs: -3.0,-1.5], coloured globes with A-E scores [-3.2, 95%CIs:-3.9,-2.4], and red globes highlighting ’worse’ products [-3.2, 95%CIs:-3.9,-2.5]. There was no evidence that green globes highlighting ’better’ products were effective [-0.5, 95%CIs:-1.3,0.2]. Providing ecolabels is a promising intervention to promote the selection of more sustainable products.

Suggested Citation

  • Christina Potter & Rachel Pechey & Michael Clark & Kerstin Frie & Paul A Bateman & Brian Cook & Cristina Stewart & Carmen Piernas & John Lynch & Mike Rayner & Joseph Poore & Susan A Jebb, 2022. "Effects of environmental impact labels on the sustainability of food purchases: Two randomised controlled trials in an experimental online supermarket," PLOS ONE, Public Library of Science, vol. 17(11), pages 1-17, November.
    • Handle: RePEc:plo:pone00:0272800
    DOI: 10.1371/journal.pone.0272800
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    References listed on IDEAS

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    1. Teisl, Mario F. & Rubin, Jonathan & Noblet, Caroline L., 2008. "Non-dirty dancing? Interactions between eco-labels and consumers," Journal of Economic Psychology, Elsevier, vol. 29(2), pages 140-159, April.
    2. Becker, Mark W. & Bello, Nora M. & Sundar, Raghav P. & Peltier, Chad & Bix, Laura, 2015. "Front of pack labels enhance attention to nutrition information in novel and commercial brands," Food Policy, Elsevier, vol. 56(C), pages 76-86.
    3. Laurent Muller & Anne Lacroix & Bernard Ruffieux, 2019. "Environmental Labelling and Consumption Changes: A Food Choice Experiment," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 73(3), pages 871-897, July.
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