Agricultural production significantly contributes to greenhouse gas (GHG) emissions and climate change. Consequently, several policy interventions have been developed to promote sustainable behaviour, such as environmental taxes (e.g., carbon taxes), or product labelling, such as “organic” or “animal friendly”, or even carbon footprint labels although relatively less explored. Both measures are aimed at incentivizing consumers to prefer less carbon-intensive products to promote environmentally sustainable consumer behaviour. To test the responsiveness of wine consumers to carbon footprint stimuli an experiment was conducted in a restaurant focusing on wine decisions. Wine cards were modified to provide different information and price incentives to test the effects of carbon footprint information and additional price for carbon emissions. Results show that carbon footprint information alone is not enough to affect wine choices, but it becomes significant when combined with a price change. Showing the carbon footprint of wine bottles and proportionally higher wine prices was leading to lower carbon emissions wine choices. However, when information about the additional price to offset wine carbon emissions was made explicit, an increase in the choice of higher carbon-emitting wines was observed. This finding indicates that how the price increase is presented can affect wine choices, highlighting the importance of careful information policy design.
