- ESRI research shows emissions labels on airline search engines have only a small effect
- Labels stating estimated carbon emissions did not increase lowest-emission bookings beyond 22pc
- Relative comparison labels raised the figure only slightly to 27pc
- Fewer than one in six participants understood the benchmark used
- The study used a controlled experiment with 1,000 adults
New research from the Economic and Social Research Institute’s Behavioural Research Unit has shown that emissions labels on airline search engines have only a small effect on passengers’ flight choices. In a controlled experiment with 1,000 adults, labels stating estimated carbon emissions did not increase the share booking the lowest-emission option beyond the 22pc seen with no labels. Relative comparison labels raised that figure only slightly to 27pc.
Among participants who saw no climate information, 22pc booked the flight with the lowest emissions. The figure was the same for those who saw labels stating estimated carbon emissions. The study found labels showing relative emissions led people to think that a long-haul flight with low relative emissions for its route was more climate-friendly than a short-haul flight with high relative emissions.
Fewer than one in six participants correctly understood the benchmark used in relative emissions labels. Most expected them to compare flights with the same number of stops when current labels include indirect flights to the same destination in the comparison. Participants also showed poor understanding of the factors used to calculate flight emissions.
Shane Timmons shared “Flying is one of the most emissions-intensive activities that people undertake, and a relatively small number of frequent flyers account for a disproportionate share of aviation emissions. The idea behind emissions labels is that better information allows consumers to make more climate-friendly choices. Our findings show that emissions labels help some consumers to distinguish between flights on the same route, but the impact is small and many consumers do not understand what these labels mean. Reducing emissions from aviation will require more than providing information to passengers.”
