Pierre Chandon, Professeur de marketing, INSEAD

Jeudi 15 janvier 2026, nous accueillons Pierre Chandon, Professeur de Marketing, INSEAD

Pierre Chandon étudie des solutions marketing innovantes visant à mieux aligner la croissance des entreprises sur la santé et le bien-être des consommateurs. Ses recherches ont été publiées dans des revues spécialisées en marketing et dans des revues spécialisées en psychologie ou en nutrition.

Titre de sa présentation : Can Labeling Only Low-Emission Products Be Sufficient to Promote Sustainable Food Choices?

Résumé : Since food accounts for a third of global human-made greenhouse gas emissions, informing consumers about the carbon footprint of their choices is a natural first step toward encouraging sustainable food choices. However, prior research has only tested the effects of labeling all products in a category, ignoring that carbon labeling is voluntary. In a first study, we show that marketers prefer to selectively label only low-emission products, even though they expect that labeling all products would lead to more sustainable choices. Four additional pre-registered, incentive-compatible experiments then compare the effects of increasing the spectrum of labeling (from none to low-emission only to all products) on consumers’ product choices, shopping behavior, and emission inferences when they can easily predict carbon emissions (or not). Contrary to managers’ expectations, labeling only low-emission products is sufficient when consumers can roughly estimate emissions from other attributes. In this context, labeling low-emission products enables environmentally conscious consumers to easily identify more sustainable products and avoid wasting time inspecting high-emission products, whereas labeling high-emission products only minimally impacts the decisions of the consumers who purchased them knowingly. In this context, we demonstrate that adding “negative” labels on the highest-emission products is less effective than placing “positive” labels on the lowest-emission products. However, when emissions are difficult to predict or when consumers hold incorrect beliefs, labeling all products becomes necessary for maximum sustainability impact. Overall, studying selective labeling provides new insights into the effectiveness of carbon labels, their mechanisms of action, and the conditions that compel mandatory labeling.

Le séminaire a lieu à 13h30 en salle 227.