Reducing Reactance Response to Climate Food Labels

Lead Investigator

• Kate White, Marketing and Behavioural Insights Division

Co-investigators:

• Jiaying Zhao, IRES and UBC Psychology
• Yann Cornil, Marketing and Behavioural Insights Division
• Shakti Sethi, Marketing and Behavioural Insights Division

Background

Climate-friendly food labels are widely promoted as a tool to nudge consumers toward lower-emission food choices, yet results across studies remain mixed. Some consumers respond positively, while others experience pushback when labels feel moralizing or restrictive. These differing reactions may stem from individuals’ sensitivity to perceived pressure and their views of themselves as independent or interconnected. Understanding these psychological processes is essential for designing food-labeling systems that encourage sustainable choices without triggering negative responses.

Research Objectives

This project investigates when and why climate-friendly food labels effectively shift food choices and how consumer resistance shapes these outcomes. It will evaluate UBC’s Climate-Friendly Food labeling system to identify ways to reduce negative reactions and strengthen acceptance. The research aims to develop evidence-based guidance for institutions seeking to use labels to meaningfully reduce food-related emissions.