On the road to carbon reduction in a food supply network: a complex adaptive systems perspective

Purpose: In acknowledging the reality of climate change, large firms have set internal and external (supplier oriented) targets to reduce their greenhouse gas (GHG) emissions. This study explores the complex processes behind the evolution and diffusion of carbon reduction strategies in supply networks. Design/methodology/approach: The research uses complex adaptive systems (CAS) as a theoretical framework and presents a single case study of a focal buying firm and its supply network in the food sector. A longitudinal and multilevel analysis is used to discuss the dynamics between the focal firm, the supply network and external environment. Findings: Rather than being a linear and controlled process of adoption-implementation-outcomes, the transition to reduce carbon in a supply network is much more dynamic, emerging as a result of a number of factors at the individual, organizational, supply network and environmental levels. Research limitations/implications: The research considers the emergence of a carbon reduction strategy in the food sector, driven by a dominant buying firm. Future research should seek to investigate the diffusion of environmental strategies more broadly and in other contexts. Practical implications: Findings from the research reveal the limits of the control that a buying firm can exert over behaviours in its network and show the positive influence of consortia initiatives on transitioning to sustainability in supply networks. Originality: CAS is a fairly novel theoretical lens for researching environmental supply network dynamics. The paper offers fresh multilevel insights into the emergent and systemic nature of the diffusion of environmental practices in supply networks

Traffic light labelling of meals to promote sustainable consumption and healthy eating.

The focus of the present study is to examine the impact of behavioral interventions designed to encourage consumer change around food choices in line with more sustainable consumption as well as healthy eating. More specifically, as a potential method of persuasion, we test the effect of the provision of information using traffic light labelling attached to different meal options signalling their impact on the environment (e.g. carbon emission levels) as well as on their health (e.g., calorific content). While traffic light labelling has shown some success in encouraging both healthy and sustainable food consumption, there is still limited work demonstrating the impact on choice behavior. The present study includes two experiments (Experiment 1, N = 120 [approximately 40 per condition], Experiment 2, N = 297 [approximately 95 per condition]). They examined the impact of the presentation of single (traffic light labelling of calorific content, traffic light labelling of carbon emission levels) and dual (both calorific content and carbon emission levels) traffic light labels in a hypothetical simulated canteen environment. For some participants, the traffic light labels were supplemented with additional information which either contained general information regarding calorific content and carbon emissions, or specific reference values regarding the relationship between particular calorific or carbon emission levels to other activities (i.e. walking, driving). The Results from both experiments show that, compared to baseline, the presence of traffic light labels led to positive shifts towards lower carbon emission and lower calorific content meals. Both general and specific information supported positive behavioral change towards healthier and sustainable meal choices. The findings are discussed in relation to existing work examining the impact of behavioral interventions designed to support positive change in consumer behavior