Most consumers don’t understand what ‘carbon-neutral’ means: study

Read the full story at Food Dive.

Nearly 6 in 10 consumers either don’t know what the term “carbon neutral” means or they incorrectly define it, according to new research from Morning Consult. Less than half of consumers who say they have changed their behavior some or a lot because of climate concerns were able to correctly define the term.

While 23% of respondents to the Morning Consult survey said environmental claims are a factor when choosing which food or beverage brand to buy, only 20% said they always or sometimes try to buy a product with a carbon-neutral label.

As food and beverage CPGs such as Mondelēz and Anheuser Busch increasingly embrace carbon-neutral claims for their products, they will have to better explain the term and the methodology behind it to entice sustainability-minded consumers.

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