New research from the Newcastle Business School at Northumbria University suggests that nearly three-quarters of UK shoppers are in agreement with government plans to go forward with a voluntary carbon footprint label on food items.

The survey of more than 400 supermarket shoppers was conducted across all major UK supermarket chains. It queried people on their demand for carbon footprint labeling (72 percent want it) and knowledge of their own personal carbon footprint (83 percent don’t know).

A government-supported body, the Carbon Trust, is currently working with the food industry, including big brands like Boots and Innocent, to help manufacturers determine and display the carbon footprint of different items.

Quaker Oats and Quaker Simple, part of PepsiCo, was the first cereal brand to carry the Carbon Trust Carbon Reduction Label