Consumer Responsiveness to Environmental Labelling: Assessing the Impact of Colour Coded Labels on Purchase Decisions

This study examines the efficacy of a climate label intervention to affect consumer buying behaviour in an Amsterdam based grocery store. Three label categories were introduced, green, yellow, and red, representing low, medium, and high climate impact, respectively. Data from one month before the label implementation of the labelling system and one month after were collected and analysed. The results show no significant differences between the three label groups when analysing a change score between pre- and post-label implementation. However, when combining red and negative labels into a negative label group to raise power, we find marginally significant differences between changes in the positive label group and the negative label group, showing that the intervention may have had a marginally statistically significant negative impact on negative label product purchases. In addition to these findings, our research expresses the importance of policy changes, including climate labels...Show moreThis study examines the efficacy of a climate label intervention to affect consumer buying behaviour in an Amsterdam based grocery store. Three label categories were introduced, green, yellow, and red, representing low, medium, and high climate impact, respectively. Data from one month before the label implementation of the labelling system and one month after were collected and analysed. The results show no significant differences between the three label groups when analysing a change score between pre- and post-label implementation. However, when combining red and negative labels into a negative label group to raise power, we find marginally significant differences between changes in the positive label group and the negative label group, showing that the intervention may have had a marginally statistically significant negative impact on negative label product purchases. In addition to these findings, our research expresses the importance of policy changes, including climate labels, to influence climate change and explores future avenues for research.Show less

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Consumer Responsiveness to Environmental Labelling: Assessing the Impact of Colour Coded Labels on Purchase Decisions