Simone Euler and Joachim Gassen receive award from the American Accounting Association (AAA)
Bianca Beyer, Rico Chaskel, Simone Euler, Joachim Gassen, Ann-Kristin Großkopf and Thorsten Sellhorn are the awardees of this year's AAA-AACSB-RRBM Award for Research Impacting Societal Challenges. The award recognizes their study "How Does Carbon Footprint Information Affect Consumer Choice? A Field Experiment", which was published on August 14, 2023 and in the March 2024 issue of the Journal of Accounting Research.
The experiment examined the purchasing behavior of customers of canteens and cafeterias of the Studentenwerk München. To this end, the carbon footprint information on the product labels was varied in its presentation. As a result, consumers chose less carbon-intensive foods and thus reduced their footprint by up to 9 percent. Labels on which the carbon footprint was presented as a monetary figure ("environmental costs") and in the familiar form of the food traffic light had the strongest effect. Although consumers had made more environmentally friendly choices, in a subsequent survey they stated on average that they gave little thought to the environmental footprint of their meals.
The AAA-AACSB-RRBM Award for Research Impacting Societal Challenges recognizes accounting research that addresses societal challenges. The award is worth 5,000 dollars and is sponsored by the Association to Advance Collegiate Schools of Business (AACSB).
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