Is it Really Worth it? The Impact of a Climate Score Label at the Point of Sale on Real Purchase Behaviour

Abstract Against the background of the intention-behaviour-gap prevalent in empirical labelling research, this study investigates the potential of a multi-level colour-coded carbon label at the point of sale (POS) to impact purchase decisions of consumers in a field study. For four categories of fruits and vegetables (bananas, apples, cucumbers and tomatoes), we computed and displayed climate scores for a duration of 24 days in three German retail stores. Using hierarchical linear modelling, we compared purchases during the trial period with the month before the introduction of the label and found that purchases of less carbon-intensive products increased during the days the carbon label was displayed, particularly driven by the tomato category. The POS labelling trial was followed by a consumer survey on their attitudes and label perception. We conclude that while carbon labels on food products have a significant influence on purchasing decisions, their effectiveness is limited and contingent on demand patterns and promotional activities. This research gives guidance for food retailers and decision-makers on how to design and apply labels on products to drive climate-friendly purchase decisions and serves as a stepping stone for further research on effective between-category colour-coded carbon labels at the POS.