Percorrer por autor "Moerbeck, Sorin"
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- Communicating sustainability in the food industry : the impact of carbon labels on the willingness to pay for food productsPublication . Moerbeck, Sorin; Simão, Cláudia Patrícia CandeiasThis thesis aims to investigate the impact of carbon labels on the willingness to pay in the context of the food industry. Thereby, the study is intended to pursue the overall objective of promoting sustainable consumption. While exploring this research field, a carbon neutral label and a newly carbon footprint and traffic light code label were developed and tested. Additionally, the study examines whether trust, social identity and environmental concern contribute to explain the results. For this purpose, an experimental online survey was conducted to compare four in a between subjects approach. Therefore, the willingness to pay, trust, social identity, environmental concern, and demographic characteristics were measured. The participants were exposed to 10 different food products to test their willingness to pay. These were manipulated with none, one, or a combination of two or all carbon labels. In total, data from 121 participants were collected, processed, and analyzed. The results showed two significant effects among the labels, namely the carbon footprint label and an interaction effect of the traffic light code and carbon footprint label on the willingness to pay for food products. This research validates a significantly higher willingness to pay for the carbon footprint label from The Carbon Trust and an interaction effect of the traffic light code and carbon footprint label for food products.