Do front-of-pack ‘green labels’ increase sustainable food choice and willingness-to-pay in U.K. consumers?

Duckworth, Jay J ORCID: 0000-0002-9475-5839, Randle, Mark, McGale, Lauren S, Jones, Andrew, Doherty, Bob, Halford, Jason CG ORCID: 0000-0003-1629-3189 and Christiansen, Paul
(2022) Do front-of-pack ‘green labels’ increase sustainable food choice and willingness-to-pay in U.K. consumers? Journal of Cleaner Production, 371. p. 133466.

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Aim: In a series of pre-registered online studies, we aimed to elucidate the magnitude of the effect of general sustainability labels on U.K. consumers’ food choices. Methods: Four labels were displayed: ‘Sustainably sourced’, ‘Locally sourced’, ‘Environmentally friendly’, and ‘Low greenhouse gas emissions’. To ensure reliable results, contingency valuation elicitation was used alongside a novel analytical approach to provide a triangulation of evidence: Multilevel-modelling compared each label vs. no-label; Poisson-modelling compared label vs. label. Socioeconomic status, environmental awareness, health motivations, and nationalism/patriotism were included in our predictive models. Results: Exp.1 Multilevel-modelling (N = 140) showed labelled products were chosen 344% more than non-labelled and consumers were willing-to-pay ∼£0.11 more, although no difference between label types was found. Poisson-modelling (N = 735) showed consumers chose Sustainably sourced and Locally sourced labels ∼20% more often but were willing-to-pay ∼£0.03 more only for Locally sourced products. Exp.2 was a direct replication. Multilevel-modelling (N = 149) showed virtually identical results (labels chosen 344% more, willingness-to-pay ∼£0.10 more), as did Poisson-modelling (N = 931) with Sustainably sourced and Locally sourced chosen ∼20% more and willingness-to-pay ∼£0.04 more for Locally sourced products. Environmental concern (specifically the ‘propensity to act’) was the only consistent predictor of preference for labelled vs. non-labelled products. Conclusions: Findings suggest front-of-pack ‘green labels’ may yield substantive increases in consumer choice alongside relatively modest increases in willingness-to-pay for environmentally-sustainable foods. Specifically, references to ‘sustainable’ or ‘local’ sourcing may have the largest impact.

Item Type: Article
Uncontrolled Keywords: Sustainability, Consumer choice, Willingness -to -pay, Food labelling, Front -of -pack labels
Divisions: Faculty of Health and Life Sciences
Faculty of Health and Life Sciences > Institute of Population Health
Depositing User: Symplectic Admin
Date Deposited: 05 Sep 2022 08:16
Last Modified: 23 Feb 2023 05:02
DOI: 10.1016/j.jclepro.2022.133466
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