Do front-of-pack 'green labels' increase sustainable food choice and willingness-to-pay in UK consumers?

Aim: In a series of pre-registered online studies, we aimed to elucidate the magnitude of the effect of general sustainability labels on U.K. consumers' food choices. Methods: Four labels were displayed: Sustainably sourced', Locally sourced', Environmentally friendly', and Low greenhouse gas emissions'. To ensure reliable results, contingency valuation elicitation was used alongside a novel analytical approach to provide a triangulation of evidence: Multilevel-modelling compared each label vs. no -label; Poisson-modelling compared label vs. label. Socioeconomic status, environmental awareness, health motivations, and nationalism/patriotism were included in our predictive models. Results: Exp.1 Multilevel-modelling (N = 140) showed labelled products were chosen 344% more than non -labelled and consumers were willing-to-pay similar to 0.11 pound more, although no difference between label types was found. Poisson-modelling (N = 735) showed consumers chose Sustainably sourced and Locally sourced labels similar to 20% more often but were willing-to-pay similar to 0.03 pound more only for Locally sourced products. Exp.2 was a direct replication. Multilevel-modelling (N = 149) showed virtually identical results (labels chosen 344% more, willingness-to-pay similar to 0.10 pound more), as did Poisson-modelling (N = 931) with Sustainably sourced and Locally sourced chosen similar to 20% more and willingness-to-pay similar to 0.04 pound more for Locally sourced products. Environmental concern (specifically the propensity to act') was the only consistent predictor of preference for labelled vs. non -labelled products. Conclusions: Findings suggest front-of-pack green labels' may yield substantive increases in consumer choice alongside relatively modest increases in willingness-to-pay for environmentally-sustainable foods. Specifically, references to sustainable' or local' sourcing may have the largest impact.

Automated summary

The study shows that general sustainability labels have a significant impact on food choices of U.K. consumers. Labeled products are preferred by consumers and they are willing to pay more for these products. The level of environmental concern is a key factor influencing consumers' preference for labeled products over non-labeled ones.