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Climate‐neutral labeling for climate‐friendly vs. climate‐harmful food products: Consumer perceptions and implications

Author

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  • Gesa Stremmel
  • Ossama Elshiewy
  • Yasemin Boztug
Abstract
Given the increasing prevalence of climate‐neutral labeled products in the actual marketplace, this study analyzes the impact of climate‐neutral labeling on consumer perceptions and purchase propensity. Only for climate‐harmful products we found that climate‐neutral labeling alters product perceptions and purchase propensity (while not for climate‐friendly products). For climate‐harmful products, a climate‐neutral label leads consumers to value the objective contribution to climate protection associated with the label but also evokes various biased inferences (i.e., the product is perceived to [1] be less resource intensive, [2] use fewer chemicals and pesticides during agricultural production, and [3] be superior regarding ethical product benefits like fair trade and animal welfare). We also found that a more transparent labeling practice, which provides additional information of the label scope, reduces the biased inferences (1–2) or even avoids them (3).

Suggested Citation

  • Gesa Stremmel & Ossama Elshiewy & Yasemin Boztug, 2024. "Climate‐neutral labeling for climate‐friendly vs. climate‐harmful food products: Consumer perceptions and implications," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4441-4455, July.
    • Handle: RePEc:bla:bstrat:v:33:y:2024:i:5:p:4441-4455
    DOI: 10.1002/bse.3713
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    References listed on IDEAS

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    1. Dominic Lemken & Anke Zühlsdorf & Achim Spiller, 2021. "Improving Consumers’ Understanding and Use of Carbon Footprint Labels on Food: Proposal for a Climate Score Label," EuroChoices, The Agricultural Economics Society, vol. 20(2), pages 23-29, August.
    2. Cho, Yoon-Na & Baskin, Ernest, 2018. "It's a match when green meets healthy in sustainability labeling," Journal of Business Research, Elsevier, vol. 86(C), pages 119-129.
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    4. Joop de Boer, 2003. "Sustainability labelling schemes: the logic of their claims and their functions for stakeholders," Business Strategy and the Environment, Wiley Blackwell, vol. 12(4), pages 254-264, July.
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    6. Konstantinos B. Simoglou & Emmanouil Roditakis, 2022. "Consumers’ Benefit—Risk Perception on Pesticides and Food Safety—A Survey in Greece," Agriculture, MDPI, vol. 12(2), pages 1-20, January.
    7. Peter C. Verhoef, 2005. "Explaining purchases of organic meat by Dutch consumers," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(2), pages 245-267, June.
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