Modern Australian
Men's Weekly

.

What's your beef? How 'carbon labels' can steer us towards environmentally friendly food choices

  • Written by Adrian R. Camilleri, Senior Lecturer in Marketing, University of Technology Sydney

What did you have for dinner last night? Might you have made a different choice if you had a simple way to compare the environmental impacts of different foods?

Most people do not recognise the environmental impact of their food choices. Our research, published in Nature Climate Change, shows that even when consumers do stop to think about the greenhouse gas emissions associated with their food, they tend to underestimate it.

Fortunately, our study also points to a potential solution. We found that a simple “carbon label” can nudge consumers in the right direction, just as nutrition information helps to highlight healthier options.

Read more: How to reduce your kitchen's impact on global warming

Most food production is highly industrialised, and has environmental impacts that most people do not consider. In many parts of the world, conversion of land for beef and agricultural production is a major cause of deforestation. Natural gas is a key input in the manufacture of fertiliser. Refrigeration and transportation also depend heavily on fossil fuels.

Overall, food production contributes 19-29% of global greenhouse emissions. The biggest contributor is meat, particularly red meat. Cattle raised for beef and dairy products are major sources of methane, a potent greenhouse gas.

Meat production is inherently inefficient: fertiliser is used to grow feedstock, but only a small portion of this feed becomes animal protein. It takes about 38 kilograms of plant-based protein to produce 1kg of beef – an efficiency of just 3%. For comparison, pork has 9% efficiency and poultry has 13%.

We could therefore cut greenhouse emissions from food significantly by opting for more vegetarian or vegan meals.

Food for thought

To find out whether consumers appreciate the environmental impact of their food choices, we asked 512 US volunteers to estimate the greenhouse emissions of 19 common foods and 18 typical household appliances.

We told the respondents that a 100-watt incandescent light bulb turned on for 1 hour produces 100 “greenhouse gas emission units”, and asked them to make estimates about the other items using this reference unit. In these terms, a serving of beef produces 2,481 emission units.

As shown below, participants underestimated the true greenhouse gas emissions of foods and appliances in almost every case. For example, the average estimate for a serving of beef was around 130 emission units – more than an order of magnitude less than the true amount. Crucially, foods were much more underestimated than appliances.

What's your beef? How 'carbon labels' can steer us towards environmentally friendly food choices Consumers consistently underestimate the greenhouse emissions of food. Camilleri et al. Nature Climate Change 2018

Improving consumers’ knowledge

People often overestimate their understanding of common everyday objects and processes. You might think you have a pretty solid idea of how a toilet works, until you are asked to describe it in exact detail.

Food is a similarly familiar but complex phenomenon. We eat it every day, but its production and distribution processes are largely hidden. Unlike appliances, which have energy labels, are plugged into an electrical outlet, emit heat, and generally have clear indications of when they are using electricity, the release of greenhouse gases in the production and transportation of food is invisible.

One way to influence food choice is through labelling. We designed a new carbon label to communicate information about the total amount of greenhouse emissions involved in the production and transport of food.

Drawing on knowledge from the design of existing labels for nutrition, fuel economy and energy efficiency, we came up with the label shown below. It has two key features.

First, it translates greenhouse emissions into a concrete, familiar unit: equivalent number of light bulb minutes. A serving of beef and vegetable soup, for example, is roughly equivalent to a light bulb turned on for 2,127 minutes – or almost 36 hours.

Second, it displays the food’s relative environmental impact compared with other food, on an 11-point scale from green (low impact) to red (high impact). Our serving of beef and vegetable soup rates at 10 on the scale – deep into the red zone – because beef production is so emissions-intensive.

What's your beef? How 'carbon labels' can steer us towards environmentally friendly food choices In the can - a carbon label for beef and vegetable soup reveals its high environmental impact.

To test the label, we asked 120 US volunteers to buy cans of soup from a selection of six. Half of the soups contained beef and the other half were vegetarian. Everyone was presented with price and standard nutritional information. Half of the group was also presented with our new carbon labels.

Volunteers who were shown the carbon labels chose significantly fewer beef soup options. Importantly, they also had more accurate perceptions of the relative carbon footprints of the different soups on offer.

Read more: You've heard of a carbon footprint – now it's time to take steps to cut your nitrogen footprint

Figuring out the carbon footprint of every food item is difficult, expensive, and fraught with uncertainty. But we believe a simplified carbon label – perhaps using a traffic light system or showing relative scores for different foods – can help inform and empower consumers to reduce the environmental impact of their food choices.

Authors: Adrian R. Camilleri, Senior Lecturer in Marketing, University of Technology Sydney

Read more http://theconversation.com/whats-your-beef-how-carbon-labels-can-steer-us-towards-environmentally-friendly-food-choices-108424

Powering Shepparton’s Businesses: Expert Commercial Electrical Services You Can Count On

When it comes to running a successful business, having reliable, compliant, and efficient electrical systems is non-negotiable. From small retail ou...

Maximise Efficiency: Cleaner Solar Panels for Optimal Performance

Solar panels are a smart investment in energy efficiency, sustainability, and long-term savings—especially here in Cairns, where the tropical sun ...

7 Common Air Conditioner Issues in Melbourne – And How to Fix Them

Image by freepik Living in Melbourne, we all know how unpredictable the weather can be. One moment it’s cold and windy, the next it’s a scorchin...

Powering Palm QLD with Reliable Electrical Solutions

Image by pvproductions on Freepik When it comes to finding a trustworthy electrician Palm QLD locals can count on, the team at East Coast Sparkies s...

The Smart Way to Grow Online: SEO Management Sydney Businesses Can Rely On

If you’re a Sydney-based business owner, you already know the digital space is crowded. But with the right strategy, you don’t need to shout the...

What Your Car Says About You: The Personality Behind the Vehicle

You can tell a lot about someone by the car they drive—or at least, that’s what people think. True Blue Mobile Mechanics reckon the car says a l...

The Confidence Curve: Why Boudoir Photography Is the Empowerment Trend You Didn’t Know You Needed

Boudoir photography has been quietly taking over social feeds, Pinterest boards, and personal milestones—and for good reason. It’s not just abou...

Understanding Level 2 Electricians: Why Sydney Residents Need Licenced Experts for Complex Electrical Work

When it comes to electrical work around the home or business, not all electricians are created equal. In Sydney, particularly when you're dealing wi...

Retirement Anchored in Model Boat Building for Waterford’s Doug Unsold

WATERFORD — When Doug Unsold sees his ship come in, it’s usually one he’s crafted with his own hands. The 67-year-old retiree from Waterford ...

The Science Behind Alarm Clocks and Your Circadian Rhythm

Waking up on time isn’t just about setting an alarm—it’s about working with your body, not against it. At the heart of every restful night and...

How to Use Plants to Create a Calming Atmosphere in Your Home

In today’s fast-paced world, cultivating a calm, soothing environment at home has never been more important. Whether you live in a busy urban apar...

How Maths Tutoring Can Help Students Master Maths

Mathematics can be a daunting subject for many students, often causing stress and frustration. However, maths tutoring has proven to be an effective...

Refurbished iPads Are Better Than New Ones (Here's Why)

Image by rawpixel.com on Freepik Apple's refurbished iPad program has quietly become one of the best deals in tech. While everyone obsesses over the ...

Your Guide to Finding the Right GP: What Perth City Doctors Offer Today

Choosing a General Practitioner (GP) is one of the most important health decisions you’ll make. Luckily, Perth’s vibrant CBD now hosts a new ge...

Why Every Mining Operation Needs a Robust Safety Management System

Mining is one of the backbones of the Australian economy, particularly in Western Australia. Back in 2019-20, mining contributed 10.4% of Australia...

Australian Classic Literature Enjoys Resurgence

Welcome back to the good old days of storytelling! As the modern world becomes increasingly more demanding, returning to childhood favourites offers...

How to Choose the Right Lawyers in Sydney for Your Situation

When faced with a legal issue, selecting the right legal representation can make all the difference. Whether you're dealing with a personal injury, ...

Building a Governance Model for Headless Content Management at Scale

Image by pch.vector on Freepik There's never been a better time to implement a headless content management system (CMS) to gain the flexibility and ...