Summary
Two randomised controlled trials evaluated the impact of product-specific environmental ecolabels on consumer purchasing decisions using an experimental online supermarket platform in the United Kingdom. Study 1 (n=1051) demonstrated that all three label designs tested produced significant reductions in the environmental footprint of shopping baskets compared to control. Study 2 (n=4979) found similar effects for A–E labels and coloured globes with comparative scoring, but not for green globes highlighting 'better' products, suggesting that negative framing or comparative information may be more effective at shifting purchasing behaviour towards sustainability.
UK applicability
These findings are directly relevant to UK food policy and retail practice, suggesting that mandatory or voluntary ecolabelling schemes could be an effective intervention to align consumer purchasing with environmental targets. The experimental design reflects UK online shopping contexts, making the results applicable to current and future food labelling policy debates in the United Kingdom.
Key measures
Environmental impact score (EIS) of products; percentile changes in EIS relative to control; effectiveness of different label designs (numerical indicators, composite A–E scores, coloured globes)
Outcomes reported
The study measured changes in environmental impact scores (EIS) of shopping baskets when consumers were presented with various ecolabel designs in an experimental online supermarket. Reductions in EIS were quantified as percentile shifts compared to control (no label) conditions.
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