Consumers underestimate the emissions associated with food but are aided by labels

• Published in: Nature climate change Vol. 9; no. 1; pp. 53 - 58
• Main Authors: Camilleri, Adrian R., Larrick, Richard P., Hossain, Shajuti, Patino-Echeverri, Dalia
• Format: Journal Article
• Language: English
• Published: London Nature Publishing Group UK 01-01-2019; Nature Publishing Group
• Subjects: 706/689/2788; 706/689/2789; 706/689/477; 706/689/694/674; Climate Change; Climate Change/Climate Change Impacts; Consumers; Diet; Earth and Environmental Science; Emission; Energy; Energy consumption; Environment; Environmental impact; Environmental Law/Policy/Ecojustice; Food; Food production; Foods; Greenhouse effect; Greenhouse gases; Life cycle; Life cycle engineering; Life cycles; Luminaires; Obstacle avoidance
• ISSN: 1758-678X; 1758-6798
• DOI: 10.1038/s41558-018-0354-z

Food production is a major cause of energy use and GHG emissions, and therefore diet change is an important behavioural strategy for reducing associated environmental impacts. However, a severe obstacle to diet change may be consumers’ underestimation of the environmental impacts of different types of food. Here we show that energy consumption and GHG emission estimates are significantly underestimated for foods, suggesting a possible blind spot suitable for intervention. In a second study, we find that providing consumers with information regarding the GHG emissions associated with the life cycle of food, presented in terms of a familiar reference unit (light-bulb minutes), shifts their actual purchase choices away from higher-emission options. Thus, although consumers’ poor understanding of the food system is a barrier to reducing energy use and GHG emissions, it also represents a promising area for simple interventions such as a well-designed carbon label.
Consumer adoption of more plant-based diets has high technical potential to reduce global GHG emissions. This study shows that consumers underestimate the GHG emissions associated with foods, but carbon labels that provide this information promote the purchase of lower-emitting options.