Carbon footprint awareness and sustainable food choices: an empirical analysis of willingness to pay and restaurant preferences among Italian consumers

Abstract Purpose – Thisstudy examines whether and how carbon footprint information can foster more sustainable food choicesin restaurants. Specifically, it investigates how the perceived informativeness of carbon footprint labels, environmentalrelevance, individual knowledge ofthe concept, and restaurant preferencesinfluence consumers’ willingness (WTP) to pay for low-carbon dishes in Italy. Design/methodology/approach – The analysisis based on data from a 2024 survey of 1,067 Italian consumers. Econometric models are employed to assess the relationship between attitudinal, informational and sociodemographic variables and consumers’ WTP for low-carbon menu options, controlling for differences in restaurant preferences and levels of environmental awareness. Findings – Attitudinal and informational factors outweigh socio-demographic characteristics in explaining WTP. Environmental relevance, familiarity with the carbon footprint concept and perceived informativeness significantly increase consumers’ WTP. Age, gender, education and income lose significance once these factors are controlled for. Interestingly, environmentally consciousindividualsreport lower perceived informativeness, suggesting that they may have more critical expectationsregarding the adequacy and quality of carbon footprint information. Originality/value – The study highlights the central role of cognitive and perceptual dimensions, rather than socio-demographic traits for low-carbon food options. It also reveals heterogeneity linked to restaurant preferences and identifies a paradoxical effect among environmentally conscious consumers, contributing nuanced evidence to the debate on the effectiveness of carbon footprint information in promoting sustainable consumption