Effects of intra- and inter-category traffic-light carbon labels and the presence of a social norm cue on food purchases - INRAE - Institut national de recherche pour l’agriculture, l’alimentation et l’environnement Access content directly
Journal Articles Journal of Consumer Behaviour Year : 2023

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

Johann Suchier
Christophe Demarque
Fabien Girandola
Denis Hilton

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.
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Dates and versions

hal-04035046 , version 1 (17-03-2023)

Licence

Attribution - NonCommercial

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Johann Suchier, Christophe Demarque, Laurent Waroquier, Fabien Girandola, Denis Hilton, et al.. Effects of intra- and inter-category traffic-light carbon labels and the presence of a social norm cue on food purchases. Journal of Consumer Behaviour, 2023, ⟨10.1002/cb.2139⟩. ⟨hal-04035046⟩
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