Environmental Psychology Research
Effects of traffic light labelling and perceived consumer effectiveness on low‐emission protein choice
Abstract Background and Objective Climate change mitigation requires reductions in greenhouse gas (GHG) emissions, for which high‐emission protein consumption bears significant responsibility. Accordingly, a substantial reduction in meat consumption is required in the United Kingdom. Traffic light labelling (TLL) is a promising method for dietary change, and perceived consumer effectiveness (PCE) consistently predicts ecological purchasing and food consumption. However, their role in UK consumers' protein consumpti …