The Carbon Labeling Landscape and Consumer Preferences of Carbon Label Designs
Open Access
- Author:
- Wagner, Jillian
- Area of Honors:
- Marketing
- Degree:
- Bachelor of Science
- Document Type:
- Thesis
- Thesis Supervisors:
- Karen Page Winterich, Thesis Supervisor
Jennifer Chang Coupland, Thesis Honors Advisor - Keywords:
- Carbon Label
Carbon Labeling
Marketing
Green Marketing
Greenwashing
Climate Change
ESG
Labeling
Carbon
CO2 - Abstract:
- In the United States, the practice of carbon footprint labeling is in the early stages of adoption. Firms interested in capitalizing on carbon labeling before adoption by the early majority face a key challenge: The success of implementation is dependent on understanding how consumers interpret different label designs and carbon-related messaging. Based on a literature review and primary data collection, this thesis examines the current state of carbon labeling across global markets and identifies label design specifications that produce optimal decision-making responses from consumers. Prior research examining traffic light carbon and nutrition labels established that consumers prefer labels that allow them to make carbon footprint comparisons using traffic light scales. The present study supports the inferences of the findings, examining the effect of color and layout on consumer response to these carbon labels. Upon analyzing the survey responses, the study established significance between the presence of color on carbon labels and consumer responses to dimensions including visual appeal, comprehension, comparison, and purchase intention. The present study and literature review support the notion that the most widely used carbon label to date, the Carbon Trust footprint, requires revisions to maximize influence on consumer decision-making.