Impact of carbon footprint of food production on consumer perceptions and attitudes: Insights from text highlighting

Abstract

This study evaluated the impact of carbon footprint information on consumer perceptions of food production, using the Text Highlighting (TH) technique to guide effective awareness, communication, and marketing strategies for more sustainable products. The research involved 100 participants aged 18 to 50, who were asked to read a brief, structured text explaining the concept of the carbon footprint, the environmental impact of food production, and industry efforts to reduce emissions. In the TH task, participants highlighted terms they “liked” or “disliked” within the text. They then answered questions assessing their knowledge of carbon footprints, ability to interpret this information, and willingness to pay more for products labeled with a carbon footprint indicator. The results indicated high engagement with the text, with most sentences receiving positive highlighting, especially those related to sustainable actions taken by companies. Overall, sentiment was positive, with participants appreciating clear and accessible explanations of carbon footprints, particularly in sections discussing actions for sustainable production. In contrast, negative sentiment was mainly observed in sections covering the simple definition of the carbon footprint and the naming of greenhouse gases, suggesting a more critical response to these technical aspects. The study further demonstrated that providing information on carbon footprints enhanced consumer awareness, as most participants reported feeling more knowledgeable and confident in interpreting carbon footprint labels after reading the text. However, willingness to pay a premium for carbon-labeled products was mixed, suggesting that awareness alone may not be sufficient to drive purchasing behavior.