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Consumer Preferences for Eco, Health and Fair Trade Labels. An Application to Seafood Product in France

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  • Brécard Dorothée

    (Université de Nantes, LEMNA)

  • Lucas Sterenn

    (Université de Nantes, LEMNA)

  • Pichot Nathalie

    (Université de Rennes 2, LAUREPS/CRPCC)

  • Salladarré Frédéric

    (Université-IUT de Rennes 1, CREMCNRS, LEMNA)

Abstract

How are consumer attitudes towards eco-labeled products affected by a profusion of labels? This article provides both theoretical and empirical insight into this issue. Assuming that consumers perceive a label both as a sign of quality and of a particular characteristic of a product, we deduce theoretical determinants for preferences for three types of label: a health label, an eco-label and a fair trade label. We enrich this analysis by synthesizing most empirical determinants of eco-labeling demand mentioned in the literature. Using a French survey on seafood products, the estimation of a rank-ordered multinomial logit with random intercepts shows a certain proximity between the profiles of pro-eco-label and pro-fair trade label consumers, whereas pro-health label individuals have a more distinct profile: The two former are more likely to be young men mainly concerned with fishing conditions, whereas the latter are older married women with children who pay attention to the product form. We relate preferences for labels to degree of altruism, environmental consciousness and other socio-economic features.

Suggested Citation

  • Brécard Dorothée & Lucas Sterenn & Pichot Nathalie & Salladarré Frédéric, 2012. "Consumer Preferences for Eco, Health and Fair Trade Labels. An Application to Seafood Product in France," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 10(1), pages 1-32, April.
    • Handle: RePEc:bpj:bjafio:v:10:y:2012:i:1:n:3
    DOI: 10.1515/1542-0485.1360
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    1. Brécard, Dorothée, 2014. "Consumer confusion over the profusion of eco-labels: Lessons from a double differentiation model," Resource and Energy Economics, Elsevier, vol. 37(C), pages 64-84.
    2. Sergio Vitale & Federica Biondo & Cristina Giosuè & Gioacchino Bono & Charles Odilichukwu R. Okpala & Ignazio Piazza & Mario Sprovieri & Vito Pipitone, 2020. "Consumers’ Perception and Willingness to Pay for Eco-Labeled Seafood in Italian Hypermarkets," Sustainability, MDPI, vol. 12(4), pages 1-13, February.
    3. Robert Fonner, 2015. "Willingness to Pay for Multiple Seafood Labels in a Niche Market," Marine Resource Economics, University of Chicago Press, vol. 30(1), pages 51-70.
    4. Davide Menozzi & Thong Tien Nguyen & Giovanni Sogari & Dimitar Taskov & Sterenn Lucas & José Luis Santiago Castro-Rial & Cristina Mora, 2020. "Consumers’ Preferences and Willingness to Pay for Fish Products with Health and Environmental Labels: Evidence from Five European Countries," Post-Print hal-02935812, HAL.
    5. Sihem Dekhili & Mohamed Achabou, 2015. "The Influence of the Country-of-Origin Ecological Image on Ecolabelled Product Evaluation: An Experimental Approach to the Case of the European Ecolabel," Journal of Business Ethics, Springer, vol. 131(1), pages 89-106, September.
    6. Feucht, Yvonne & Zander, Katrin, 2017. "Consumers’ attitudes on carbon footprint labelling. Results of the SUSDIET project," Thünen Working Paper 266396, Johann Heinrich von Thünen-Institut (vTI), Federal Research Institute for Rural Areas, Forestry and Fisheries.
    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. Chen, Xianwen & Alfnes , Frode & Rickertsen , Kyrre, 2015. "Labeling Farmed Seafood," Working Paper Series 10-2015, Norwegian University of Life Sciences, School of Economics and Business.
    9. Feucht, Yvonne & Zander, Katrin, 2017. "Consumers' Willingness to Pay for Climate-Friendly Food in European Countries," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2017(1), June.
    10. Salladarré, Frédéric & Guillotreau, Patrice & Debucquet, Gervaise & Lazuech, Gilles, 2018. "Some Good Reasons for Buying Fish Exclusively From Community-Supported Fisheries: The Case of Yeu Island in France," Ecological Economics, Elsevier, vol. 153(C), pages 172-180.
    11. Lucas, Sterenn & Soler, Louis-Georges & Revoredo-Giha, Cesar, 2021. "Trend analysis of sustainability claims: The European fisheries and aquaculture markets case," Food Policy, Elsevier, vol. 104(C).
    12. Feucht, Yvonne & Zander, Katrin, 2017. "Consumers' Willingness to Pay for Climate-Friendly Food in European Countries," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276930, International European Forum on System Dynamics and Innovation in Food Networks.
    13. Yenipazarli, Arda, 2015. "The economics of eco-labeling: Standards, costs and prices," International Journal of Production Economics, Elsevier, vol. 170(PA), pages 275-286.
    14. Djin Gie Liem & Giovanni M. Turchini & Uracha Wanich & Russell Keast, 2018. "Sustainability Descriptive Labels on Farmed Salmon: Do Young Educated Consumers Like It More?," Sustainability, MDPI, vol. 10(7), pages 1-11, July.
    15. Li, Yi, 2020. "Competing eco-labels and product market competition," Resource and Energy Economics, Elsevier, vol. 60(C).
    16. Coralie KERSULEC & Luc DOYEN, 2022. "From fork to fish: The role of consumer preferences on the sustainability of fisheries," Bordeaux Economics Working Papers 2022-10, Bordeaux School of Economics (BSE).
    17. von Meyer-Höfer, Marie & von der Wense, Vera & Spiller, Achim, 2013. "Characterising convinced sustainable food consumers," GlobalFood Discussion Papers 161887, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    18. Frank Wijen & Mireille Chiroleu-Assouline, 2019. "Controversy Over Voluntary Environmental Standards: A Socioeconomic Analysis of the Marine Stewardship Council," PSE-Ecole d'économie de Paris (Postprint) halshs-02071504, HAL.
    19. Mireille Chiroleu-Assouline, 2016. "Multiple Standards: the Case of the French Building Industry," Policy Papers 2016.08, FAERE - French Association of Environmental and Resource Economists.
    20. Rebecca C. A. Tobi & Francesca Harris & Ritu Rana & Kerry A. Brown & Matthew Quaife & Rosemary Green, 2019. "Sustainable Diet Dimensions. Comparing Consumer Preference for Nutrition, Environmental and Social Responsibility Food Labelling: A Systematic Review," Sustainability, MDPI, vol. 11(23), pages 1-22, November.

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