Using an incentive-compatible framed field experiment,we investigate whether consumers' food consumption is
more eco-friendly when the information about a product's environmental impact is more easily accessible.
Through an online survey, we identify a food label that is perceived to be the most easily accessible for assessing
a product's eco-friendliness among six alternatives. These alternatives vary on multiple dimensions, including
whether a standardized score of the overall environmental impact is added. This new food label is subsequently
tested in an experimental food marketembedded in a Belgian supermarket.Wefind that the presence of the new
label thatwas preselected in the online survey leads to more eco-friendly food consumption relative to either the
label currently used in the supermarket, or the label that contains the raw information of the environmental
impact. In our experimental food market, the use of an easy-to-interpret but comprehensive environmental
information label increases the overall eco-friendliness of our subjects' food consumption by about 5.3% relative
to the default label used in current markets.