A new study from the Technical University of Denmark (DTU) shows that consumers are willing to act more climate-friendly, but the effort decreases over time. When consumers are informed about the CO2 emissions from the goods they purchase, they are more likely to choose products with lower carbon footprint. The study found that test subjects who were informed about the climate footprint of the goods bought groceries with 27% lower emissions in the first month compared to a control group. Associate Professor in Behavioral Economics at DTU, Toke Reinholdt Fosgaard, explains that this change in behavior indicates a clear interest in responding to information about CO2 emissions. “If you give them information on how much is emitted, they reduce their emissions going forward, compared to people who do not receive the same information,” he says. However, the study also shows that the effect diminishes over time. To maintain a sustained change in consumer buying habits, an extra effort is therefore required. “Even though people are interested, the effect also tends to decrease over time,” emphasizes Toke Reinholdt Fosgaard. The study thus highlights the need for continuous information and initiatives if a long-term change in consumer behavior towards more climate-friendly choices is to occur.

Read the danish version here