Willingness to pay for a novel carbon label: A choice experiment in the US

This study investigates how US consumers respond to and value a new technology-based carbon label on food products. Results indicate that individual valuation of the carbon labeled bread is $4 per 20 oz., marginally lower than the valuation of the conventional and organic bread products. Moreover, consumer valuation for the novel carbon labeled bread would be greater if we target the specific product to certain market segments, including non-white, liberal and well-educated consumers, and those having high level of knowledge about the causes of climate change.

Automated summary

This study examines the response and value of a new technology-based carbon label on food products by US consumers. The results show that the individual valuation of the carbon labeled bread is $4 per 20 oz., slightly lower compared to conventional and organic bread. Additionally, the valuation of the novel carbon labeled bread would be higher among certain market segments, including non-white, liberal and well-educated consumers, as well as those with a high level of knowledge about the causes of climate change.