推动可持续食品选择:如何打造一个有效的可持续标签系统

IF 2.1 Q3 BUSINESS Journal of the Association for Consumer Research Pub Date : 2023-03-20 DOI:10.1086/725112
P. Stillman, A. Gavrieli, J. Upritchard, Chavanne Hanson, Treeny Ahmed, Jonathan Kaplan, R. Dhar, M. Bakker
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引用次数: 4

摘要

避免气候变化的一个重要步骤是改变消费者的饮食,减少肉类摄入。虽然初步工作表明,可持续性标签可以改变消费者的偏好,但对于如何建立有效的标签系统,还没有明确的指导。在五个实验中(N=6001),我们发现多图标系统(红绿灯)在减少消费者选择的碳影响方面最有效,但也对餐厅产生了最负面的态度。我们进一步发现,单图标系统(例如,仅标记可持续选项)在改变消费者选择方面是有效的,特别是当与数字信息(例如,千克二氧化碳)相结合时,并且通常不会产生相对于控制的负面态度。这些结果使用激励相容的设计和外部有效人群(技术员工)进行复制。总体而言,我们对可持续性标签的不同方法进行了系统的实证调查。最后,我们讨论了实施可持续发展标签的局限性、未来方向和建议。
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Driving Sustainable Food Choices: How to Craft an Effective Sustainability Labeling System
An important step in averting climate change is shifting consumers’ diets to contain less meat. While preliminary work suggests sustainability labels can shift consumers’ preferences, there is no clear guidance on what makes an effective labeling system. Across five experiments (N=6,001), we find that multi-icon systems (traffic light) are the most effective in reducing the carbon impact of consumers’ choices, but also generated the most negative attitudes toward the restaurant. We further find that single-icon systems (e.g., labeling only sustainable options) are effective at shifting consumer choices, particularly when combined with numeric information (e.g., kg of CO2), and generally produce no negative attitudes relative to control. These results replicate using an incentive-compatible design and an externally valid population (tech employees). Overall, we provide a systematic empirical investigation of different approaches to sustainability labeling. We conclude by discussing limitations, future directions, and advice for implementing sustainability labels.
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来源期刊
Journal of the Association for Consumer Research
Journal of the Association for Consumer Research Economics, Econometrics and Finance-Economics and Econometrics
CiteScore
4.60
自引率
7.70%
发文量
54
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