Finnish consumer perceptions of carbon footprints and carbon labelling of food products

The aim of this study was to explore how Finnish consumers perceive the communication of carbon footprints for food products. The study comprised five semi-structured focus groups and an online-survey of 1010 respondents. The study showed that the term 'product carbon footprint' is familiar to many, but there is substantial misunderstanding of its meaning. Only 7% of the respondents linked 'product carbon footprint' spontaneously to greenhouse gas emissions associated with the product and an additional 5% of the respondents linked it to climate change. There are positive attitudes towards carbon labels, 90% stated that a carbon footprint would have at least a little impact on their buying decision, but the information became meaningful only when many other purchasing criteria (such as price and taste) were satisfied. Furthermore, 86% preferred carbon labels that allow comparisons of carbon footprints to be made among food products, but there is divergence on perceived needs for carbon label content.