Exploring consumer behaviour on carbon labelled food products: Evidence from a survey on the case of sandwich production and consumption in UK

Abstract

By assessing carbon footprints and raising awareness of carbon labelling, the food sector is setting long-term targets to reduce carbon emissions and accelerate the transition to low-carbon food production. Carbon labelling, also known as carbon labelling, informs customers about a product's production, distribution, and disposal carbon emissions. This study examines how customers view carbon labelling and how it affects their purchases. The study also examines the complex food industry, identifying the biggest carbon emitters and proposing sustainable alternatives. The study collects qualitative and quantitative data using mixed methodologies. An overview of the literature shows how carbon labelling promotes sustainable consumption. Life Cycle Assessment (LCA) is used to evaluate two sandwich recipes' carbon footprints, focusing on emissions per item. LCA results indicated that carbon footprint of a cheese and mayonnaise sandwich ranged between 700 and 750 g CO2 eq, while a ham and cheese sandwich ranged between 1053 and 1070 g CO2 eq., and the primary contributors for these emissions were ingredient production, packaging and energy consumption. A sandwich maker partnership simplifies case study data collection, providing a complete carbon footprint analysis throughout production. This study suggests ways to minimise food industry carbon emissions for a sustainable future. Consumer knowledge and relevance of carbon labelling vary, according to our results. Survey findings revealed that 68.6 % of respondents recognise the significance of carbon labelling, however, only 26.9 % reported that their purchasing decisions are influenced by carbon labelling. This indicated a gap between consumer awareness and behavioural change. Consumers are concerned about carbon footprints; thus, carbon labels affect shopping decisions differently. This study suggests that consumer education, standardisation of carbon labelling and recipe modifications could increase effectiveness of carbon labelling in the food industry and its potential to change consumer behaviour towards greener choices and lower carbon footprints.