Consumers underestimate the emissions associated with food but are aided by labels

Consumers underestimate the emissions associated with food but are aided by labels

Consumers underestimate the emissions associated with food but are aided by labels, Published online: 17 December 2018; doi:10.1038/s41558-018-0354-z

Consumer adoption of more plant-based diets has high technical potential to reduce global GHG emissions. This study shows that consumers underestimate the GHG emissions associated with foods, but carbon labels that provide this information promote the purchase of lower-emitting options.