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Measuring Motivations for Choosing Ecolabeled Seafood: Environmental Concerns and Warm Glow

Author

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  • Julia Bronnmann
  • Max Thilo Stoeven
  • Martin Quaas
  • Frank Asche

Abstract

Ecolabels are supposed to reduce the information asymmetry between producers and consumers, but they may also produce a warm glow of “green” behavior. We design discrete choice experiments to measure the relative importance of these motivations for choosing ecolabeled seafood products. We find that choice probability increases if the product carries an ecolabel, but the magnitude of this effect depends on the information provided about the sustainability of the product. Overall, we attribute 63% of the ecolabel’s original effect on choice probability to consumer demand for sustainable products, and a further 24% to warm glow.

Suggested Citation

  • Julia Bronnmann & Max Thilo Stoeven & Martin Quaas & Frank Asche, 2021. "Measuring Motivations for Choosing Ecolabeled Seafood: Environmental Concerns and Warm Glow," Land Economics, University of Wisconsin Press, vol. 97(3), pages 641-654.
    • Handle: RePEc:uwp:landec:v:97:y:2021:i:3:p:641-654
    Note: DOI: 10.3368/wple.97.3.101119-0147R
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    Cited by:

    1. Bronnmann, Julia & Asche, Frank & Pettersen, Ingrid Kristine & Sogn-Grundvåg, Geir, 2023. "Certify or not? The effect of the MSC certification on the ex-vessel prices for Atlantic cod in Norway," Ecological Economics, Elsevier, vol. 212(C).
    2. Onozaka, Yuko & Honkanen, Pirjo & Altintzoglou, Themistoklis, 2023. "Sustainability, perceived quality and country of origin of farmed salmon: Impact on consumer choices in the USA, France and Japan," Food Policy, Elsevier, vol. 117(C).

    More about this item

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • Q21 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Demand and Supply; Prices

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