March 10, 2024 | Journal of Cleaner Production | Source |
Introduction: In response to global climate change concerns, efforts to reduce greenhouse gas (GHG) emissions have intensified, carbon footprint labels on food packaging are emerging as a way to encourage sustainable consumer choices by revealing the environmental impact of food production and distribution. Taiwan, aiming for net-zero emissions by 2050, introduced its own carbon footprint label in 2010 to drive eco-friendly behavior. Researchers from National Chung Hsing University investigate Taiwanese consumers' willingness to buy products with these labels, examining factors such as media influence, family and peer effects, climate change awareness, and label comprehension.
Key findings: Surprisingly, media exposure has a minor role compared to personal experiences with climate change and the influence of family and peers. Social interactions and direct experiences with climate change are key drivers in shaping consumer behavior. This underscores the need for strategic efforts that leverage social influences to promote sustainable consumption. The study also reveals that while many consumers have a moderate understanding of carbon footprint labels, there is a significant gap in comprehension. Improved communication and education are essential for enhancing consumer awareness and supporting Taiwan’s goal of achieving net-zero emissions by 2050.
Figure | The research framework.