Does Carbon Label Design Affect Flight Choices and Trustworthiness?
Journal
Business Strategy and the Environment
Type
journal article
Date Issued
2026-05-27
Author(s)
Abstract
Carbon emissions labels shown during flight booking may shift flight choices but also affect perceived trustworthiness of booking‐page information. This study tests how carbon label design influences flight choices, booking propensity and trustworthiness. In a preregistered online experiment (N = 939), participants completed a simulated flight booking task and were randomly assigned to one of five carbon label conditions: no label, numeric emissions only, traffic‐light colour coding, colour coding plus a contextual benchmark or colour coding plus the European Union Flight Emissions Label. Flight choice was analysed with multinomial logistic regression, booking propensity with binary logistic regression and trustworthiness with multigroup confirmatory factor analysis. Traffic‐light and enhanced carbon label formats increased selection of the lowest‐emission option relative to no label but did not robustly change booking propensity. These formats also reduced perceived trustworthiness of booking‐page information, even as they increased selection of the lowest‐emission option.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Wiley
Division(s)
File(s)![Thumbnail Image]()
Name
100575199.pdf
Size
852.18 KB
Format
Adobe PDF
Checksum (MD5)
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