Is food labelling effective in reducing climate impact by encouraging the substitution of protein sources?
研究调查消费者是否愿意用低碳排放的蛋白质产品（如鸡肉和肉类替代品）替代高排放肉类，发现碳标签能提升购买意愿，但效果在已可持续消费的群体中最显著。
This study investigates consumer willingness to substitute high-emissions meat products with lower-emissions protein products, including blends of meat and vegetables. Survey data, including a choice experiment, are combined with data on the respondents’ actual purchase behaviour. The traffic light carbon label has an effect on choice behaviour, as it increases the willingness to purchase lower-emissions protein products such as chicken and meat substitutes. We further find that the willingness to purchase these lower-emissions products is largest among individuals who are already purchasing most sustainably. We discuss policy implications from the expected impacts of carbon labels, and how such labels affect different types of consumers.