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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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File URL: http://hdl.handle.net/10.1093/ajae/aar005
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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. 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.
  2. Sabrina Teyssier & Fabrice Etilé & Pierre Combris, 2012. "Social- and Self-Image Concerns in Fair-Trade Consumption: Evidence from Experimental Auctions for Chocolate," Working Papers halshs-00722592, HAL.
  3. 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.
  4. 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.
  5. Sabrina Teyssier & Fabrice Étilé & Pierre Combris, 2012. "Social- and Self-Image Concerns in Fair-Trade Consumption: Evidence from Experimental Auctions for Chocolate," PSE Working Papers halshs-00722592, HAL.

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