Relationship between Climate Friendly Food Labeling & consumers’ willingness

This study examines how intuitive and specific labeling influences consumers' choice of climate-friendly foods and thus promotes climate sustainability. We predict that intuitive and specific labeling is more likely to increase climate-friendly food choices than conditions with intuitive but non-specific labeling or no labeling. We assessed our hypothesis through an online survey we designed. Within-group comparisons were made among students and staffs in UBC and others (N=155) to determine their willingness to purchase climate-friendly foods with different labels. Research has shown that information integrated into everyday life can encourage consumers to choose more climate-friendly foods (Feucht & Zander, 2017). Results from a one-way repeated measures ANOVA indicated that intuitive and specific labels were statistically significant compared to intuitive but non-specific labels, which suggests that specific information needs to be incorporated into existing intuitive labels to encourage climate-friendly food choices. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”Arts, Faculty ofPsychology, Department ofUnreviewedUndergraduat