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Are you ready to go on a carbon diet?

British retailer displays 'carbon footprint' label on everyday items. US retailers are hesitant to follow.

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In Britain, carbon footprinting – used initially to broadly measure environmental impact across a company's entire operations – is morphing into an eco-labeling tool.

Earlier this year, the British supermarket chain Tesco began labeling some of its 70,000 products to reflect the carbon released in the their production, transport, and consumption. The 3,729 store behemoth, the world's fourth-largest retailer, now has 20 carbon-labeled items on its shelves, core items such as orange juice and laundry detergent.

The intent, said Tesco CEO Sir Terry Leahy, is to educate and empower consumers to make informed decisions about their purchases.

But some observers question whether such labels are providing consumers with information that they neither want nor understand. This past April, Forum for the Future, a green think tank in London, issued a report on carbon labeling, noting the danger in providing information without context to consumers.

"Only a handful of our focus group participants associated carbon emissions [and climate change] with what they buy in the shops," the report concluded. "The majority knew that carbon emissions are linked with cars, airplanes, and factories. They made that connection because they can 'see' the emissions, which makes them easy to interpret as being 'bad for the environment.' However, the link between products and climate change was less intuitive to them."

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