This study investigates how US consumers respond to and value a new technology-based carbon label on food products. Results indicate that individual valuation of the carbon labeled bread is $4 per 20 oz., marginally lower than the valuation of the conventional and organic bread products. Moreover, consumer valuation for the novel carbon labeled bread would be greater if we target the specific product to certain market segments, including non-white, liberal and well-educated consumers, and those having high level of knowledge about the causes of climate change.

中文翻译：

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愿意为新型碳标签付费：美国的选择实验

本研究调查了美国消费者对基于新技术的食品碳标签的反应和评价。结果表明，碳标签面包的单独估价为每 20 盎司 4 美元，略低于传统和有机面包产品的估价。此外，如果我们将特定产品定位到某些细分市场，包括非白人、自由派和受过良好教育的消费者，以及对气候变化原因有高水平了解的消费者，消费者对新型碳标签面包的估值将会更高。