Growing evidence suggests that consumers should be involved in the solutions to climate change. To test the responsiveness of wine consumers to carbon footprint stimuli we set a natural field experiment in a restaurant modifying the choice architecture of wine decisions. We modified wine cards to provide different information and price incentives to consumers to test the effects of two policy interventions for reducing CO₂ emissions. Specifically, we test the provision of carbon footprint information and an additional price for carbon emissions. We randomly assigned subjects to four different wine cards. Results show that carbon footprint information alone is not enough to affect wine choices, but its effect becomes significant when combined with a price change. A card showing the carbon footprint of wine bottles and proportionally higher wine prices was associated with choices leading to lower carbon emissions. However, when information about the additional price to offset wine carbon emissions was made explicitly visible to consumers on another card, an opposite effect of an increase in the choice of wines with higher carbon-emitting production processes was observed. This finding indicates that how the price increase is presented can affect wine choices, highlighting the importance of careful information policy design.

越来越多的证据表明，消费者应该参与应对气候变化的解决方案。为了测试葡萄酒消费者对碳足迹刺激的响应能力，我们在一家餐馆中进行了自然田野实验，以修改葡萄酒决策的选择架构。我们修改了酒卡，以向消费者提供不同的信息和价格激励措施，以测试两种减少CO _2的政策干预措施的效果排放。具体来说，我们测试碳足迹信息的提供以及碳排放的附加价格。我们随机将主题分配给四个不同的酒卡。结果表明，仅碳足迹信息不足以影响葡萄酒的选择，但结合价格变化，其影响将变得十分明显。一张显示葡萄酒瓶碳足迹和相应的葡萄酒价格上涨的卡片与导致碳排放降低的选择有关。但是，当消费者在另一张卡片上清楚地看到有关抵消葡萄酒碳排放的额外价格的信息时，会观察到增加碳排放量较高的生产过程的葡萄酒选择增加的相反效果。这一发现表明，提价的方式会影响葡萄酒的选择，