ArticleFrontiers in public health2026
Delivering sustainable food: exploring college students' willingness to pay for carbon labels in China via a choice experiment.
Article in Frontiers in public health, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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4 authors.
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Abstract
The rapid expansion of online food delivery has intensified concerns about packaging waste and carbon emissions, making sustainable consumption an increasingly important component of the sector's low-carbon transition. Whether environmental information disclosure can shift consumers' choices toward lower-carbon alternatives is therefore an important issue for improving the sustainability of digital food-delivery platforms. This study estimates the preferences of university students, who constitute one of the most intensive user groups of online food-delivery services, and willingness to pay (WTP) for carbon-footprint information and packaging materials on online food-delivery platforms. Data from 692 surveys conducted among university students in the Sichuan-Chongqing region in August 2023 were analyzed using a discrete choice model. This analysis examined how the disclosure of carbon footprint (CF) and other environmental attributes affects consumer preferences. Key findings include: Firstly, compared with high-carbon-footprint takeaways, university students show a significant positive preference for low-carbon-footprint alternatives, with an estimated WTP of an additional $1.65 per order. Meanwhile, consumers also prefer takeaways with environmentally friendly packaging. Secondly, male students, those with a proactive environmental stance, and those with greater awareness of environmental knowledge were more inclined to opt for takeaways with lower carbon footprints. Greater environmental knowledge also led to a preference for eco-friendly packaging options. The findings underscore the critical role of carbon label disclosures in steering university students towards environmentally friendly choices in food delivery, thereby charting a feasible pathway towards achieving low-carbon goals. This aligns with the promotion of efficient takeaway dietary habits among young generations.
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