Summary
This randomised controlled trial (N = 1051) evaluated the effectiveness of three different ecolabel formats in promoting more sustainable food purchasing decisions using an experimental online supermarket platform. All three label interventions—displaying four environmental indicators, a composite A–E score, or both combined—significantly reduced the environmental impact score of purchases compared to control (effect sizes ranging from −3.2 to −3.9 percentiles). The findings suggest that providing product-level environmental impact information is a feasible and effective policy lever to shift consumer purchasing towards lower-impact products.
UK applicability
Directly applicable to the UK, where this study was conducted with UK consumers and the online supermarket format mirrors evolving UK retail environments. The findings support the evidence base for mandatory or voluntary ecolabelling schemes under consideration by UK retailers and policymakers seeking to align food purchasing with sustainability targets.
Key measures
Environmental impact score (EIS) in percentiles; composite ecolabel scores (A–E scale); environmental indicator values; percentage change in EIS relative to control
Outcomes reported
The study measured the environmental impact score (EIS) of food purchases made by participants in an experimental online supermarket, comparing purchases under three different ecolabel conditions against a no-label control condition. Primary outcomes were changes in EIS across label types, expressed as percentile reductions and quantified using four environmental indicators and composite scoring systems.
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