Consumers often believe that local food is automatically better for the environment, but this is not always true. A recent survey from the University of Göttingen examined how people judge the environmental impact of everyday foods. When choosing something as simple as peppers, many shoppers assume the German-grown option is greener than the Spanish-grown one. The study suggests that this is a common but misleading perception.

The research involved about 1,000 people in Germany. Participants were asked to rate the environmental impacts of peppers, apples, and beef from Germany, other EU countries, and non-EU countries. The results showed a clear pattern: food from abroad, especially from outside the EU, was seen as more harmful to the environment. This judgement was made even when the imported food could have a lower overall carbon footprint than the local product.

A key example concerns peppers. Spanish peppers are often grown in unheated greenhouses, taking advantage of warm-weather conditions. German peppers, however, may require heated greenhouses because of colder weather. Heating these facilities uses a great deal of energy, which can lead to higher emissions. So, although the German peppers are local, they are not necessarily more environmentally friendly.

The study also highlights that many consumers place too much emphasis on transport. While food miles can be a factor in environmental impact, they are only part of a larger picture. Farming methods, energy use, fertilisers, and water consumption can have a far greater influence on total emissions. Simply knowing where a product comes from does not tell us enough about how sustainable it really is.

Because of this, the researchers argue that food labelling should change. Origin labels alone reinforce incorrect assumptions. Instead, clearer information about the actual environmental impact of production would help consumers make better choices. Climate or carbon footprint labels could make these differences more visible and reduce the chance of well-intentioned shoppers choosing products that are less sustainable than they believe.

Overall, the study encourages a more thoughtful approach to understanding food sustainability. Buying local can still be valuable for many reasons, such as supporting nearby farms and ensuring freshness. But environmental friendliness is not guaranteed simply by choosing a product grown close to home. To make genuinely climate-conscious decisions, consumers need accurate and detailed information about how their food is produced, not just where it comes from.

More information: Dorothea Meyer et al, Perceived environmental impact of food: Upgrading of domestic products and downgrading of imported products, Food Quality and Preference. DOI: 10.1016/j.foodqual.2025.105718

Journal information: Food Quality and Preference Provided by University of Göttingen