Using a stated preference survey, we investigate to what extent consumers are willing to make costlier food consumption choices to decrease damages to health, the environment, and animal well-being. In particular, we investigate how the graphic design of the labels affects choice behaviour by comparing traffic–light and greyscale labels and plain-text description with each other. We found that the red colour in traffic lights seems to strengthen respondents’ preferences for avoiding the worst level of a collective attribute such as climate impact or antibiotics use, while the green colour strengthened preferences for the more private attribute, namely healthiness. On average, the price premiums for a green label compared with a red label is 52 per cent for healthiness, 64 per cent for both animal welfare and antibiotics, and 20 per cent for climate impact.

中文翻译：

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红色、黄色还是绿色？消费者对食品的选择是否取决于标签设计？

通过一项既定的偏好调查，我们调查了消费者在多大程度上愿意做出更昂贵的食品消费选择，以减少对健康、环境和动物福祉的损害。特别是，我们通过比较交通灯和灰度标签以及纯文本描述来研究标签的图形设计如何影响选择行为。我们发现，交通信号灯中的红色似乎加强了受访者对避免最糟糕的集体属性（如气候影响或抗生素使用）的偏好，而绿色则加强了对更私人属性（即健康）的偏好。与红色标签相比，绿色标签的平均价格溢价是健康标签的 52%，动物福利和抗生素标签的 64%，