Increasing the uptake of plant-based diets: An analysis of the impact of a CO2 food label

Abstract

Reducing the environmental footprint of the global food system significantly depends on shifting to more plant-based diets. However, deep-rooted eating habits and a general lack of awareness about food-related emissions hinder large-scale dietary shifts. Demand-side food policies can accelerate this transition towards plant-based diets. One policy instrument that may increase awareness of diet-related emissions and facilitate climate-friendly food consumption choices is a CO2 food label. The success of such demand-side food policies depends on socio-political and market acceptance. However, there is a lack of empirical evidence regarding the socio-political (i.e., feasibility) and market acceptance (i.e., effectiveness at changing behavioral intentions) of CO2 food labels. We also require more knowledge about the potential spillover effects of CO2 food labels on support for more ambitious demand-side food policies. The paper presents evidence from a survey experiment with a sample of Swiss residents (N = 2372) who were randomly provided with information about an established CO2 food label. The survey experiment was embedded in a cooperation throughout a larger long-term project with the second-largest Swiss retailer, which launched one of the world's first CO2 food labels in 2021. Findings show that providing information on a CO2 food label strengthens individuals' behavioral change intentions and support for a mandatory governmental CO2 food label. However, no spillover effect on support for other food policy instruments is identified, which also means that the study finds no crowding out effect by voluntary CO2 labelling initiatives on the support of governmental food policy measures. The results imply that a CO2 food label enjoys high market and socio-political acceptance.