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Does Local Labeling Complement or Compete with Other Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claim

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  • Yuko Onozaka
  • Dawn Thilmany Mcfadden

Abstract

As a way to explore the increasing use of sustainability labels in the marketplace, this study analyzes the differential values and interactive effects of sustainable production claims (organic, fair trade, and carbon footprint) and location claims through a conjoint choice experiment included in a 2008 U.S. survey. Locally grown is the highest valued claim, and its value is further enhanced with fair trade certification, but carbon-intensive local products are discounted more severely than those sourced from other locations. Some negatively valued claims (imports and carbon footprint) can be mitigated by combining them with other claims (organic and fair trade). Copyright 2011, Oxford University Press.

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Bibliographic Info

Article provided by Agricultural and Applied Economics Association in its journal American Journal of Agricultural Economics.

Volume (Year): 93 (2011)
Issue (Month): 3 ()
Pages: 689-702

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Handle: RePEc:oup:ajagec:v:93:y:2011:i:3:p:689-702

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Cited by:
  1. Sackett, Hillary M. & Shupp, Robert S. & Tonsor, Glynn T., 2012. "Discrete Choice Modeling of Consumer Preferences for Sustainably Produced Steak and Apples," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123517, Agricultural and Applied Economics Association.
  2. Sihem Dekhili & Mohamed Akli Achabou, 2014. "How the 'made in' can influence the eco-equality assessment of a product: An experimental study on the case of the European Ecolabel," Working Papers 2014-140, Department of Research, Ipag Business School.
  3. repec:hal:wpaper:halshs-00722592 is not listed on IDEAS
  4. Kathryn Boys & David Willis & Carlos Carpio, 2014. "Consumer willingness to pay for organic and locally grown produce on Dominica: insights into the potential for an “Organic Island”," Environment, Development and Sustainability, Springer, vol. 16(3), pages 595-617, June.
  5. Jean-Sauveur Ay & Raja Chakir & Stephan Marette, 2014. "Does living close to a vineyard increase the willingness-to-pay for organic and local wine?," Working Papers 2014/03, INRA, Economie Publique.
  6. Menapace, Luisa & Raffaelli, Roberta, 2013. "Do ‘locally grown’ claims influence artisanal food purchase? Evidence from a natural field experiment," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150282, Agricultural and Applied Economics Association.
  7. Uchida, Hirotsugu & Onozaka, Yuko & Morita, Tamaki & Managi, Shunsuke, 2014. "Demand for ecolabeled seafood in the Japanese market: A conjoint analysis of the impact of information and interaction with other labels," Food Policy, Elsevier, vol. 44(C), pages 68-76.
  8. SABRINA TEYSSIER & Fabrice Etile & Pierre Combris, 2012. "Social and self-Image concerns in fair-trade consumption: Evidence from experimental auctions for chocolate," Working Papers 168750, Institut National de la Recherche Agronomique, France.
  9. Adalja, Aaron & Hanson, James & Towe, Charles & Tselepidakis, Elina, 2013. "An Examination of Consumer Willingness to Pay for Local Products," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150505, Agricultural and Applied Economics Association.
  10. repec:hal:wpaper:hal-00593744 is not listed on IDEAS
  11. Knight, Andrew J., 2013. "Evaluating local food programs: The case of Select Nova Scotia," Evaluation and Program Planning, Elsevier, vol. 36(1), pages 29-39.
  12. Douadia Bougherara & Sandrine Costa & Mario Teisl, 2012. "Making or buying environmental public goods: do consumers care?," Working Papers SMART - LERECO 12-04, INRA UMR SMART.
  13. Costanigro, Marco & Kroll, Stephan & Thilmany, Dawn D., 2012. "Local, Organic, Conventional— Asymmetric Effects of Information and Taste on Label Preferences in an Experimental Auction," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123199, Agricultural and Applied Economics Association.
  14. Campbell, Benjamin L. & Mhlanga, Saneliso & Lesschaeve, Isabelle, 2013. "Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 42(3), December.

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