is the study a classification of different types of climate labels are presented. The overall aim of this paper is to investigate the effects on emissions, consumers, producers and retailers of the introduction of two of these labeling types; a production based or a product based climate label, for food products in Sweden. Results of a consumer survey are presented that shows a high willingness of consumers to pay extra for less GHG emitting products. Half of the surveys introduced a product label for the respondent and half introduced a percentage label. The willingness to pay extra was higher for the percentage label than for the product label. Consumers were also asked if they were willing to make different changes in their dietary choices to limit the GHG emissions of their personal consumption. When presented with how much GHG emissions would be reduced for different choices there was a high willingness to change eating behavior. Information on the GHG emissions of different food products would be available to consumers with a product label but not with a percentage label.