Conference Agenda
Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).
Please note that all times are shown in the time zone of the conference. The current conference time is: 24th Aug 2026, 01:50:48am WEST
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Daily Overview |
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Egg-Timer: Consumer Behavior and the Green Transition Location: D-110 Session Chair: Juuso Matias Kiviranta, KU Leuven | |
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Seeing Carbon Clearly: How Carbon Label Formats and Visual Cues Guide Consumers’ Willingness to Pay for Low-Carbon Milk 1: College of Economics and Management, Northwest A&F University, 712100 Yangling, China; 2: Department of Agricultural Economics, Kiel University, Kiel, SH 24118, Germany; 3: Sino-German Center for Agricultural and Food Economics, Northwest A&F University, 712100; 4: Department of Food and Resource Economics, University of Copenhagen, Denmark; 5: Leibniz Institute of Agricultural Development in Transition Economies (IAMO), 06120 Halle (Saale), Germany Carbon labels are increasingly used to promote sustainable food consumption, yet evidence on which label formats best encourage low-carbon choices remains limited. This study applies an online survey and a laboratory experiment across three studies to examine how label formats and visual cues shape consumer preferences for low-carbon milk. Study 1 employs a between-subjects choice experiment to compare the effects of carbon footprint, carbon cost, and carbon reduction labels. Study 2 uses a within-subjects experiment to assess whether adding traffic light color coding enhances label impact. Study 3 integrates eye-tracking technology to explore the relationship between consumers’ visual attention and preferences from a physiological perspective. Results demonstrate that all three formats of carbon labels significantly increase consumers’ willingness to pay for low-carbon milk, with carbon footprint labels exhibiting the strongest effect. Traffic light color coding further improves guidance towards low-carbon options. Eye-tracking reveals a positive association between consumers’ visual attention to label attributes and product preference; carbon footprint labels attract the most gaze, and traffic light coding shifts attention toward low carbon information and increases preference. These findings suggest combining carbon footprint labels with traffic light cues to enhance visual engagement, improve label comprehension, and promote sustainable choices. | |