Carbon footprint (CF) labels on agri-food products represent one of the most important tools to convey information to consumers about the greenhouse gases emissions associated with their purchase behaviour.Together with the growing interest of consumers in CF labels, the subject has gained attention also in the scientific literature, and formal evaluations of consumer response to carbon labelling have been published. Studies in this area aim at analysing consumers’ preferences for buying products with a lower CF label or their willingness to pay (WTP) for these products.The objective of this paper is twofold. First, the study proposes a review of the literature that so far has analysed consumer WTP for CF label, focusing on Italian consumers. Second, it uses the results of two surveys of consumers’ attitudes towards dairy products with a lower CF label to analyse the factors determining a positive stated WTP. Results point out that a positive WTP for lower CF products is more likely to be declared by respondents who believe that buying products with less environmental impact can combat climate change. Conversely, highly price-sensitive consumers are less likely to be willing to pay more for CF-labelled products.

Food made with upcycled ingredients has received considerable attention in very recent years as a result of the need to both reduce waste and increase food nutritional properties. However, consumer acceptance of these novel foods is fundamental to their market uptake. This paper aims to assess the likelihood of the acceptance of food obtained from upcycled ingredients of olive oil productions and its association with some relevant recent consumption trends, such as organic food consumption and attention to food origin. In addition, particular attention is given to age group behaviors to appraise the differences between generations. Results suggest that, despite the negative influence of food technophobia, a core of sustainability-minded consumers seems to emerge that is interested in organic or local products, that could also favor the uptake of these novel food made with upcycled ingredients in the market. Results suggest that developing organic or “local” food products with upcycled ingredients can increase the probability of consumer acceptance.