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Peppers from Spain or from Germany? When consumers assess the environmental impact of food, their decision largely depends on its origin. This is shown by a new survey by researchers at the University of Göttingen. According to the survey, domestic products in supermarkets are perceived as particularly environmentally friendly. But this impression can be misleading. The results raise questions about the design of labeling and advertising.
The study is published in the journal Food Quality and Preference.
The researchers surveyed around 1,000 people in Germany about the environment…
Credit: Pixabay/CC0 Public Domain
Peppers from Spain or from Germany? When consumers assess the environmental impact of food, their decision largely depends on its origin. This is shown by a new survey by researchers at the University of Göttingen. According to the survey, domestic products in supermarkets are perceived as particularly environmentally friendly. But this impression can be misleading. The results raise questions about the design of labeling and advertising.
The study is published in the journal Food Quality and Preference.
The researchers surveyed around 1,000 people in Germany about the environmental impact of peppers, apples and beef from Germany, EU countries and non-EU countries.
“The data shows a clear pattern,” explains Dorothea Meyer, lead author and Ph.D. researcher in Marketing for Food and Agricultural Products. “Imported food—especially from non-EU countries—is perceived as significantly more damaging to the environment. However, it can be similar, or in fact, even more environmentally friendly than local products.”
For example, Spanish peppers from unheated greenhouses often have environmental advantages over German peppers from heated facilities, which consume more energy due to less favorable conditions.
“There can be many advantages to choosing regional products. However, environmental friendliness is not always one of them. It is worth taking a closer look here,” says Meyer. International trade is not necessarily harmful to the environment. In particular, the impact of transport is often overestimated.
The study concludes that information about origin should therefore be more precise and disclose the actual impact on the environment.
“Information about origin alone is not enough to inform correct decision-making about sustainability,” emphasizes Professor Achim Spiller from the same research group. “Instead, information is needed that makes the actual impact clearer, for example through climate or environmental labels.”
This could prevent consumers from accidentally choosing foods that are more damaging to the environment.
More information: Dorothea Meyer et al, Perceived environmental impact of food: Upgrading of domestic products and downgrading of imported products, Food Quality and Preference (2026). DOI: 10.1016/j.foodqual.2025.105718
Citation: Home advantage? How consumers misjudge the environmental impact of imported food (2025, November 5) retrieved 5 November 2025 from https://phys.org/news/2025-11-home-advantage-consumers-misjudge-environmental.html
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