Analyzing Effect of Trade-off between Carbon Footprint and Other Product Information on Consumer Choice Behavior

Abstract

In this paper, the effects of carbon footprint information attached to foods and daily goods were analyzed using conjoint analysis for consumer choice behaviors. The results of analysis indicated that carbon footprint information couldn't be effective in enhancing the consumer choice of low-carbon products when the trade-off relationship was observed between carbon footprint and other product information such as utilization rate of recycled material and safety.