Carbon labels on restaurant menus: do people pay attention to them?

Figures & data

Figure 1. The role of attention in carbon label effectiveness.

Figure 2. Carbon and local farmer labels.

Table 1. Average dwell time for all areas of interests across three groups.

Dwell time (seconds)	Control group Mean (StdDev)	Carbon label Mean (StdDev)	Local farmer Mean (StdDev)
Entire burgers page	47.21 (27)	56.47 (27)	69.41 (46)
Description	15.84 (17.53)	23.70 (16.96)	33.27 (29.92)
Energy	2.87 (1.85)	2.84 (3.37)	2.43 (2.59)
Label	–	2.63 (2.96)	2.06 (2.56)
Name	7.02 (6.20)	6.16 (3.92)	5.93 (2.75)
Picture	7.68 (4.50)	7.98 (4.87)	8.30 (6.30)
Price	1.14 (1.31)	0.96 (1.44)	1.16 (1.59)

Table 2. Average dwell time for six labels in order of fixated labels.

		First fixated label	Second fixated label	Third fixated label	Fourth fixated label	Fifth fixated label	Sixth fixated label
	All carbon labels
Average	2.63	0.57	0.52	0.47	0.62	0.20	0.26
Min	0.12	0.10	0.00	0.00	0.00	0.00	0.00
Max	9.06	1.80	1.88	2.31	3.21	1.36	2.19
StdDev	2.96	0.62	0.31	0.68	0.97	0.20	0.55
	All local farmer labels
Average	2.06	0.65	0.41	0.39	0.29	0.19	0.13
Min	0.00	0.00	0.00	0.00	0.00	0.00	0.00
Max	10.00	3.49	1.83	1.5	1.22	2.43	1.55
StdDev	2.56	0.86	0.54	0.48	0.38	0.58	0.37

Table 3. Number of times (%) each burger was chosen across experimental and control groups.

	Control group (n = 17)	Carbon labels (n = 19)	Local farmer labels (n = 18)
Frisco Burger (red carbon label)	3 (18)	6 (32)	8 (44)
Deli Fresh Low Carb Burger (red carbon label)	0 (0)	0 (0)	2 (11)
Crispy Chicken Burger (green carbon label)	4 (24)	6 (32)	1 (6)
Spicy Chicken Burger (green carbon label)	1 (6)	3 (16)	3 (17)
Cheese “n” Bacon Burger (red carbon label)	5 (29)	1 (5)	3 (17)
Deli Fresh Chicken Burger (green carbon label)	4 (24)	3 (16)	1 (6)

Table 4. Burger choice and attention to the carbon and local farmer labels.

	Number of times chosen (%)	Number of times not chosen (%)
Carbon label
With looking	14 (74)	11 (60)
Without looking	5 (26)	8 (40)
Local farmer label
With looking	12 (67)	8 (43)
Without looking	6 (33)	10 (57)

Figure A1. (A) The burgers page (carbon label group). (B) The burgers page (local farmer label group).