Do consumers select food products based on carbon dioxide emissions?

Abstract

This study investigates whether consumers select foods based on the levels of carbon dioxide emissions by a real choice experiment. Respondents are asked to purchase one orange based on price and level of CO2 emissions under no monetary incentives. The willingness to pay estimate for the reduction of 1g of CO2 emissions per orange is significantly lower for the low environmentally conscious group than it is for the high environmentally conscious group. © IFIP International Federation for Information Processing 2013.