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Do consumers select food products based on carbon dioxide emissions? Evidence from a buying experiment in Japan

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Author Info
Keiko Aoki
Abstract

This study investigates how consumers value carbon dioxide (CO2) emissions of food by conducting a choice experiment before an ecolabel is attached on some foods in Japan. Participants are asked to buy some Satsuma mandarin oranges based on price and CO2 emissions and take them home. The following results are obtained: (i) the willingness-to-pay (WTP) estimate for the reduction of 1 g CO2 emissions per 100 g of Satsuma mandarin oranges is 0.417 JPY; (ii) people below 30 years, who are significantly conscious about the environment, do not choose Satsuma mandarin oranges based on CO2 emissions and have less value for this; and (iii) people above 30 years, who are environmentally friendly, choose the oranges based on price and have more value for this, although this implies that they do not relate food to CO2 emissions. Thus, since whether or not people select food based on CO2 emissions differs across ages, each age group has a different approach to reducing the CO2 emissions of food.

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Paper provided by Institute of Social and Economic Research, Osaka University in its series ISER Discussion Paper with number 0749.

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Date of creation: Jul 2009
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Handle: RePEc:dpr:wpaper:0749

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  1. Kruse, Jamie Brown & Thompson, Mark A., 2003. "Valuing low probability risk: survey and experimental evidence," Journal of Economic Behavior & Organization, Elsevier, vol. 50(4), pages 495-505, April. [Downloadable!] (restricted)
  2. Gunne Grankvist & Ulf Dahlstrand & Anders Biel, 2004. "The Impact of Environmental Labelling on Consumer Preference: Negative vs. Positive Labels," Journal of Consumer Policy, Springer, vol. 27(2), pages 213-230, June. [Downloadable!] (restricted)
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  4. Akter, Sonia & Brouwer, Roy & Brander, Luke & van Beukering, Pieter, 2009. "Respondent uncertainty in a contingent market for carbon offsets," Ecological Economics, Elsevier, vol. 68(6), pages 1858-1863, April. [Downloadable!] (restricted)
  5. Johnston, Robert J. & Wessells, Cathy R. & Donath, Holger & Asche, Frank, 2001. "Measuring Consumer Preferences For Ecolabeled Seafood: An International Comparison," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 26(01), July. [Downloadable!]
  6. J.L. Lusk & T.C. Schroeder, 2004. "Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks," Artefactual Field Experiments 0067, The Field Experiments Website. [Downloadable!]
  7. Harrison, Glenn W. & Rutström, E. Elisabet, 2008. "Experimental Evidence on the Existence of Hypothetical Bias in Value Elicitation Methods," Handbook of Experimental Economics Results, Elsevier. [Downloadable!] (restricted)
  8. Frode Alfnes & Atle G. Guttormsen & Gro Steine & Kari Kolstad, 2006. "Consumers' Willingness to Pay for the Color of Salmon: A Choice Experiment with Real Economic Incentives," American Journal of Agricultural Economics, American Agricultural Economics Association, vol. 88(4), pages 1050-1061, November. [Downloadable!] (restricted)
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  9. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June. [Downloadable!] (restricted)
  10. Loureiro, Maria L. & Lotade, Justus, 2005. "Do fair trade and eco-labels in coffee wake up the consumer conscience?," Ecological Economics, Elsevier, vol. 53(1), pages 129-138, April. [Downloadable!] (restricted)
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