Carbon labeling and consumer attitudes

Abstract

Background: There is growing pressure in some of New Zealand’s export markets for product information on sustainability credentials and on carbon emissions with several schemes under development worldwide. The aim of this study is to assess in two key markets consumer attitudes, knowledge and preferences towards sustainability; including carbon emissions information on food products. Method: Focus groups and surveys in the UK and Japan. Results: This study finds evidence that consumers in both countries desire labels that display sustainability credentials. Differences were observed between countries in terms of perceived knowledge about specific issues. Similar preferences for environmental product features were observed. Conclusion: The information gained from this study may support producers’ and manufacturers’ labeling policy and practices.