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Consumer Receptiveness to A Water Footprint Label (WaFL) for food in U.S. grocery stores: findings from a national survey
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| Type: | Resource | |
| Storage: | The size of this resource is 763.7 KB | |
| Created: | Aug 08, 2026 at 3:35 a.m. (UTC) | |
| Last updated: | Aug 08, 2026 at 4:10 a.m. (UTC) | |
| Citation: | See how to cite this resource |
| Sharing Status: | Public |
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| Views: | 77 |
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Abstract
Diminishing water supplies and rising societal demand amid climate change necessitate innovative water resources management tools. As food production is a major water consumer globally and in the United States, improving water efficiency of food production is essential for both water security and food security. Building on the success of eco-labels in the market and the promising research on carbon footprint labeling, we propose a water footprint label (WaFL) for food in U.S. grocery stores. Across several survey questions with different framings through our online survey of U.S. consumers, 35% to 82% of respondents expressed receptiveness towards such a label. The preferred labeling format is numerical, and the highest trust is expressed in a voluntary program regulated by U.S. Department of Agriculture while the lowest trust in company self-reporting. Survey respondents expressed a willingness to pay extra for access to water consumption information of their groceries. However, increased education is still needed to familiarize consumers with the water footprint concept in order to drive water-conscious purchases; furthermore, hypothesis bias could hinder the translation of this expressed willingness to pay into an actual consumer premium in stores. Overall, U.S. consumers appear ready for WaFLs, but we recommend pre-launch outreach and follow-up monitoring for a successful introduction and continued improvement in water literacy. Findings from this survey will inform further studies and pilot testing in grocery stores before broader adoption.
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This resource was created using funding from the following sources:
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| Arizona State University | faculty startup fund | None |
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This resource is shared under the Creative Commons Attribution CC BY.
http://creativecommons.org/licenses/by/4.0/
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