How Does Carbon Footprint Information Affect Consumer Choice?

The study manipulates the presentation of carbon footprint information on food labels to assess its impact on consumer choices. Consumers exposed to carbon footprint data, especially in monetary terms and color-coded with a traffic-light scheme, choose less carbon-intensive dishes, reducing their carbon footprint by up to 9.2%. Despite low self-reported concern for environmental impact, the findings highlight how information influences decision-making, contributing to the accounting literature on consumer behavior.