Customer Response to Carbon Labelling of Groceries |
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Authors: | Jerome K Vanclay John Shortiss Scott Aulsebrook Angus M Gillespie Ben C Howell Rhoda Johanni Michael J Maher Kelly M Mitchell Mark D Stewart Jim Yates |
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Institution: | (1) School of Environmental Science and Management, Southern Cross University, P. O. Box 157, Lismore, NSW, 2480, Australia;(2) East Ballina Foodworks, 44 Links Ave, East Ballina, NSW, 2478, Australia |
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Abstract: | Thirty-seven products were labelled to indicate embodied carbon emissions, and sales were recorded over a 3-month period.
Green (below average), yellow (near average), and black (above average) footprints indicated carbon emissions embodied in
groceries. The overall change in purchasing pattern was small, with black-labelled sales decreasing 6% and green-labelled
sales increasing 4% after labelling. However, when green-labelled products were also the cheapest, the shift was more substantial,
with a 20% switch from black- to green-label sales. These findings illustrate the potential for labelling to stimulate reductions
in carbon emissions. |
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