Effects of intra‐ and inter‐category traffic‐light carbon labels and the presence of a social norm cue on food purchases

摘要

Abstract In two experiments replicating an online shopping context, we studied the effectiveness of two traffic‐light carbon labeling systems that differ according to the set of reference with which product comparisons are made. While the inter‐category system allows consumers to compare all food products to each other, the intra‐category system only allows consumers to compare products within the same food category. We also examined whether providing a descriptive social norm cue could increase theirs effects. The impact of the labels was studied on: (1) the frequency of low/medium/high carbon impact products purchased, (2) the carbon footprint of consumers' baskets. Study 1, conducted on university students (n?=?228), showed that both carbon labeling systems tested had beneficial effects on consumers' behaviors and carbon footprint. Study 2 (n?=?260) on a general population sample, which was less responsive to carbon labels, showed that the addition of a descriptive social norm cue enhanced the labels' effectiveness. Overall, the intra‐category traffic‐light labeling system shifted purchasing the most.