Réputation environnementale en agro-alimentaire : « milieu de production » versus « processus de production »
Environmental differentiation of products through ecolabelling is generally informational since environmental characteristics are not detectable by the consumer. It is designed at signaling the efforts of the producer to contribute to environmental protection notably of its production site. However, it enables opportunistic behaviors because of informational asymmetries and consumer limited cognitive capacities. As for agro-food products, we show that firms can use the environmental reputation of the production site, as a source of environmental rent and a differentiation tool without improving their environmental performances. Using game theory, we analyze the possibilities of market failures linked to : 1/ the consumer being confused, and/or 2/the informational manipulation by producers. We finally describe some of the mechanisms likely to mitigate these market failures. Classification JEL : D82, L14, L15, Q18.
Volume (Year): février (2003)
Issue (Month): 1 ()
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