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Consumers’ willingness to pay for eco-friendly apples under different labels: Evidences from a lab experiment

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Author Info

  • Marette, Stéphan
  • Messéan, Antoine
  • Millet, Guy

Abstract

An experiment was conducted in France to evaluate the impact of health and environmental information on consumers’ choices between conventional and organic apples. Results show that additional and precise messages about both pesticides use and pesticides residues significantly impact consumers’ choices between both products. The experiment also studied the effect of a new label signaling apples that only use few pesticides compared to conventional apples. With elicited willingness-to-pay, we show that the introduction of this new label increases the average participants’ surplus whatever the information context for participants, because of a higher quality compared to conventional apples and a lower price compared to organic products. In order to complement this label, a minimum-quality standard imposing the use of few pesticides is socially optimal when initial participants’ knowledge is limited.

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Bibliographic Info

Article provided by Elsevier in its journal Food Policy.

Volume (Year): 37 (2012)
Issue (Month): 2 ()
Pages: 151-161

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Handle: RePEc:eee:jfpoli:v:37:y:2012:i:2:p:151-161

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Web page: http://www.elsevier.com/locate/foodpol

Related research

Keywords: Experimental economics; Labels; Willingness-to-pay; Value of information; Apples;

References

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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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  1. Jayson Lusk & T Schroeder, 2004. "Are choice experiments incentive compatible? A test with quality differentiated beef steaks," Artefactual Field Experiments 00096, The Field Experiments Website.
  2. Jayson L. Lusk & Stéphan Marette, 2010. "Welfare Effects of Food Labels and Bans with Alternative Willingness to Pay Measures," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 32(2), pages 319-337.
  3. Yue, Chengyan & Alfnes, Frode & Jensen, Helen H., 2009. "Discounting Spotted Apples: Investigating Consumers’ Willingness to Accept Cosmetic Damage in an Organic Product," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 41(01), April.
  4. Douadia Bougherara & Pierre Combris, 2009. "Eco-labelled food products: what are consumers paying for?," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 36(3), pages 321-341, September.
  5. Marette, Stephan & Roosen, Jutta & Blanchemanche, Sandrine & Verger, Philippe, 2008. "The Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(01), April.
  6. Jutta Roosen & Stéphan Marette, 2011. "Making the "right" choice based on experiments: regulatory decisions for food and health," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 38(3), pages 361-381, August.
  7. William Masters & Diakalia Sanogo, 2002. "Welfare gains from quality certification of infant foods: Results from a market experiment in mali," Framed Field Experiments 00191, The Field Experiments Website.
  8. Rousu, Matthew & Huffman, Wallace & Shogren, Jason F. & Tegene, Abebayehu, 2007. "Effects and Value of Verifiable Information in a Controversial Market: Evidence from Lab Auctions of Genetically Modified Food," Staff General Research Papers 12702, Iowa State University, Department of Economics.
  9. Roosen, Jutta & Bieberstein, Andrea & Marette, Stephan & Blanchemanche, Sandrine & Vandermoere, Frederic, 2011. "The Effect of Information Choice and Discussion on Consumers' Willingness-to-Pay for Nanotechnologies in Food," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(2), August.
  10. Nimon, Wesley & Beghin, John C., 1999. "Are Eco-Labels Valuable? Evidence from the Apparel Industry," Staff General Research Papers 1514, Iowa State University, Department of Economics.
  11. Stéphan Marette, 2007. "Minimum safety standard, consumers’ information and competition," Journal of Regulatory Economics, Springer, vol. 32(3), pages 259-285, December.
  12. Lusk, Jayson L. & House, Lisa O. & Valli, Carlotta & Jaeger, Sara R. & Moore, Melissa & Morrow, Bert & Traill, W. Bruce, 2005. "Consumer welfare effects of introducing and labeling genetically modified food," Economics Letters, Elsevier, vol. 88(3), pages 382-388, September.
  13. Jeffrey R. Blend & Eileen O. van Ravenswaay, 1999. "Measuring Consumer Demand for Ecolabeled Apples," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(5), pages 1072-1077.
  14. Wansink, Brian & Sonka, Steven T. & Hasler, Clare M., 2004. "Front-label health claims: when less is more," Food Policy, Elsevier, vol. 29(6), pages 659-667, December.
  15. Stephan Marette & Jutta Roosen & Sandrine Blanchemanche, 2011. "The Combination of lab and field experiments for benefit-cost analysis," Working Papers 40757, Institut National de la Recherche Agronomique, France.
  16. stephan marette, 2008. "Standards and Labels," Economics Bulletin, AccessEcon, vol. 12(2), pages 1-7.
  17. Cathy R. Wessells & Robert J. Johnston & Holger Donath, 1999. "Assessing Consumer Preferences for Ecolabeled Seafood: The Influence of Species, Certifier, and Household Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(5), pages 1084-1089.
  18. Jutta Roosen & Stephan Marette & Sandrine Blanchemanche, 2010. "Value Elicitation using BDM and a Discrete Choice Mechanism," Economics Bulletin, AccessEcon, vol. 30(2), pages 1554-1563.
  19. Hans Binswanger, 1980. "Attitudes toward risk: Experimental measurement in rural india," Artefactual Field Experiments 00009, The Field Experiments Website.
  20. Lusk, Jayson L. & Marette, Stephan, 2010. "Appendix to: Welfare Effects of Food Labels and Bans with Alternative Willingness to Pay Measures," Applied Economic Perspectives and Policy Appendices 55428, Agricultural and Applied Economics Association.
  21. Dan Ariely & George Loewenstein & Drazen Prelec, 2003. ""Coherent Arbitrariness": Stable Demand Curves Without Stable Preferences," The Quarterly Journal of Economics, MIT Press, vol. 118(1), pages 73-105, February.
  22. Yue, Chengyan & Alfnes, Frode & Jensen, Helen H., 2009. "Discounting Spotted Apples: Investigating Consumersï¾’ Willingness to Accept Cosmetic Damage in an Organic Product," Staff General Research Papers 12693, Iowa State University, Department of Economics.
  23. Christopher Kanter & Kent D. Messer & Harry M. Kaiser, 2009. "Does Production Labeling Stigmatize Conventional Milk?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(4), pages 1097-1109.
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Cited by:
  1. Marette, Stéphan & Millet, Guy, 2014. "Economic benefits from promoting linseed in the diet of dairy cows for reducing methane emissions and improving milk quality," Food Policy, Elsevier, vol. 46(C), pages 140-149.

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