The ABC’s of Ecological and Nutrition Labels. The Impact of Label Theme and Complexity on the Environmental Footprint of Online Grocery Choices

Current food production and consumption patterns pose serious threats to our global environment. The goal of the current research is to investigate whether the presence of specific informational cues, i.e., ecological labels and nutrition labels, can improve the environmental impact of food choices. Two online experiments were carried out in which young adults were asked to select products in a grocery shop setting, and to indicate quantities (in grams) for a hypothetical one-person meal. In the first experiment (N = 142), we varied the theme (sustainability vs. nutrition vs. control) of the labels alongside the products. The labels displayed a summarized product score (i.e., the products’ actual nutri-score), but this was either presented as the nutritional score or as the ecological score of that product. In the second experiment (N = 250), we again varied this label theme as well as the level of complexity, namely interpretative (i.e., simple) vs. reductive (i.e., detailed). While the results of the first experiment revealed no impact of the labels, the results of the second experiment suggest that labels with a sustainability theme can influence young adults to compose a more sustainable meal with less meat, and with a lower carbon and blue water footprint. The labels’ level of complexity did not impact the different eating outcomes. In conclusion, while these results point to the potential use of labels with a sustainability theme, it is important to note that the results did not consistently replicate across studies and analyses and should therefore be interpreted with caution. A possible explanation for the effect of eco-themed labels might be that they trigger pro-environmental objectives during decision-making, and prime people to consider the sustainability of their food choices.