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Consumer Attitudes towards Sustainability Attributes on Food Labels

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  • Tait, Peter R.
  • Miller, Sini
  • Abell, Walter
  • Kaye-Blake, William
  • Guenther, Meike
  • Saunders, Caroline M.

Abstract

Concerns about climate change and the general status of the environment have increased expectation that food products have sustainability credentials, and that these can be verified. There are significant and increasing pressures in key export markets for information on Greenhouse gas (GHG) intensity of products throughout its life-cycle. How this information is conveyed to consumers is a key issue. Labelling is a common method of communicating certain product attributes to consumers that may influence their choices. In a choice experiment concerning fruit purchase decisions, this study estimates willingness to pay for sustainability attributes by consumers in Japan and the UK. The role of label presentation format is investigated: text only, text and graphical, and graphical only. Results indicate that sustainability attributes influence consumers’ fruit purchase decisions. Reduction of carbon in fruit production is shown to be the least valued out of sustainability attributes considered. Differences are evident between presentation formats and between countries, with increased nutrient content being the most sensitive to format and country while carbon reduction is the most insensitive and almost always valued the least.

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Bibliographic Info

Paper provided by Australian Agricultural and Resource Economics Society in its series 2011 Conference (55th), February 8-11, 2011, Melbourne, Australia with number 100716.

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Date of creation: 2011
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Handle: RePEc:ags:aare11:100716

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Keywords: Willingness to pay; Choice experiment; Food labelling; Sustainability; Cross-country comparison; Agricultural and Food Policy; Consumer/Household Economics; Environmental Economics and Policy; Food Consumption/Nutrition/Food Safety; Q18; Q51; Q56;

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  1. Kenneth Train, 2003. "Discrete Choice Methods with Simulation," Online economics textbooks, SUNY-Oswego, Department of Economics, number emetr2, Spring.
  2. Noussair, C.N. & Robin, S. & Ruffieux, B., 2002. "Do consumers not care about biotech foods or do they just not read the labels?," Open Access publications from Tilburg University urn:nbn:nl:ui:12-378702, Tilburg University.
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  6. William Henry Kaye-Blake & Walt L. Abell & Eva Zellman, 2009. "Respondents' ignoring of attribute information in a choice modelling survey," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(4), pages 547-564, October.
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Cited by:
  1. Xiaogu Li & Christopher Clark & Kimberly Jensen & Steven Yen, 2014. "Will consumers follow climate leaders? The effect of manufacturer participation in a voluntary environmental program on consumer preferences," Environmental Economics and Policy Studies, Society for Environmental Economics and Policy Studies - SEEPS, vol. 16(1), pages 69-87, January.
  2. Banterle, Alessandro & Cavaliere, Alessia & Ricci, Elena Claire, 2012. "Food Labelled Information: An Empirical Analysis," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 3(2).
  3. Sporleder, Eva M. & Kayser, Maike & Friedrich, Nina & Theuvsen, Ludwig, 2014. "Consumer Preferences for Sustainably Produced Bananas: A Discrete Choice Experiment," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 17(1).
  4. Banterle, Alessandro & Cavaliere, Alessia & Ricci, Elena Claire, 2012. "Food labelled Information: An Empirical Analysis of Consumer Preferences," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144960, International European Forum on Innovation and System Dynamics in Food Networks.
  5. Sackett, Hillary M. & Shupp, Robert S. & Tonsor, Glynn T., 2011. "Consumer Perceptions of Sustainable Farming Practices: A Best-Worst Scenario," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103791, Agricultural and Applied Economics Association.

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