Effects of traffic light labelling and perceived consumer effectiveness on choice of lower-emissions foods

This online experimental study, conducted online investigated the role of carbon emission traffic light labelling (TLL) and perceived consumer effectiveness on choice of protein sources. Participants were grouped based on their perceived consumer effectiveness scores and are randomised to two conditions that varied in food product labelling: TLL or a standard label control. The primary outcome was participants' percentage choice of lower emissions protein sources in a product choice task.