Green identity labeling, environmental information, and pro-environmental food choices

•Using environmental information to nudge pro-environmental food choices.•The green identity labeling can’t enhance consumer valuation for sustainable labels.•The environmental information increases valuation for existing sustainable foods.•The impact of environmental information treatments is heter...

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Bibliographic Details
Published in:Food policy 2022-01, Vol.106, p.102187, Article 102187
Main Authors: Lin, Wen, Nayga, Rodolfo M.
Format: Article
Language:English
Subjects:
Environmentally friendly foods
Green identity label
Information
Valuation
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Summary:•Using environmental information to nudge pro-environmental food choices.•The green identity labeling can’t enhance consumer valuation for sustainable labels.•The environmental information increases valuation for existing sustainable foods.•The impact of environmental information treatments is heterogenous. This study examines the effectiveness of green identity labeling and environmental information in nudging consumers toward pro-environmental food choices, using an online discrete choice experiment conducted on US respondents. Results reveal that the green identity labeling in itself is ineffective at increasing consumer valuation for sustainable labels. Nevertheless, the environmental information intervention and its joint use with green identity labels can enhance consumer valuation for already existing pro-environmental foods instead of the novel food products. The policy implications for encouraging sustainable behaviors are discussed in the paper.
ISSN:0306-9192
1873-5657
DOI:10.1016/j.foodpol.2021.102187