The effect of environmental concern on consumers' preferences for carbon-neutral-labeled dairy: Evidence from China

Environmental concern is recognized as a primary determinant of preferences for carbon-labeled foods. However, empirical evidence on the mechanisms through which environmental concern shapes Chinese consumers' preferences for carbon-labeled foods remains limited. Based on data from online surveys and laboratory experiments, this study uses milk and yogurt as representative categories to assess consumers' preferences for carbon-neutral-labeled dairy products. It further investigates the effect of environmental concern on consumers' preferences, explores the underlying mechanisms, and examines the heterogeneity of these effects across gender, income, education, and region. The results indicate that consumers exhibit positive preferences for carbon-neutral-labeled milk and yogurt. Environmental concern significantly increases these preferences, and the effect is stronger among high-income, highly educated consumers and those in eastern China. Regarding the underlying mechanisms, environmental concern enhances consumers' preferences for carbon-neutral-labeled dairy products by improving their cognition of such labels and increasing visual attention to them. These findings highlight the importance of fostering stronger environmental concern to increase consumers' preferences for carbon-neutral-labeled foods and promote sustainable food consumption.