Session: LCA & Consumers

Consumer perceptions of greenhouse gas emissions and energy use in the food system
Andy Larson,   Iowa State University
Richard Pirog,^*   Leopold Center - Iowa State University

Researchers interested in studying energy use and greenhouse gas emissions in the food system need to understand consumer understanding and concern about these issues to frame their work. How do consumers interested in purchasing food products where the supply chain has reduced emissions of greenhouse gases value other important environmental and social attributes? What is the level of consumer understanding as to which sectors of the food system and modes of transportation consume the most energy and release the highest levels of greenhouse gases? How do consumers make decisions regarding the ecological footprint of the food item they purchase within the context of food safety and country of origin labeling concerns? Has their awareness of these issues been heightened by increased fuel prices or other food safety concerns raised in the media? These questions will be addressed in an internet survey of U.S. consumers regarding perceptions of greenhouse emissions, food safety, country of origin labeling, food miles, and organic versus local to be administered and analyzed in the summer of 2007.

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