Got green milk? Field Experimental Trail of Consumer Demand for a Climate Label

A majority of consumers claim to prefer climate labelled food over non-labelled alternatives. However, there is limited empirical evidence that such labels actually influence consumer behaviour when shopping. In a randomized field experiment, conducted in 17 retrial stores in Sweden, the short run effects of a voluntary climate labelling scheme on milk demand were measured. Results suggest that climate labelling increased demand by approximately 7%. The response is significantly smaller than suggested by consumer surveys, but larger than observed in earlier studies of actual purchasing behavior where quantitative information on climate impact is provided.


Issue Date:
2014-08
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/183076
Total Pages:
13




 Record created 2017-04-01, last modified 2017-04-26

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