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Consumers’ willingness to pay for eco-friendly apples under different labels: Evidences from a lab experiment

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  • Marette, Stéphan
  • Messéan, Antoine
  • Millet, Guy

Abstract

An experiment was conducted in France to evaluate the impact of health and environmental information on consumers’ choices between conventional and organic apples. Results show that additional and precise messages about both pesticides use and pesticides residues significantly impact consumers’ choices between both products. The experiment also studied the effect of a new label signaling apples that only use few pesticides compared to conventional apples. With elicited willingness-to-pay, we show that the introduction of this new label increases the average participants’ surplus whatever the information context for participants, because of a higher quality compared to conventional apples and a lower price compared to organic products. In order to complement this label, a minimum-quality standard imposing the use of few pesticides is socially optimal when initial participants’ knowledge is limited.

Suggested Citation

  • Marette, Stéphan & Messéan, Antoine & Millet, Guy, 2012. "Consumers’ willingness to pay for eco-friendly apples under different labels: Evidences from a lab experiment," Food Policy, Elsevier, vol. 37(2), pages 151-161.
  • Handle: RePEc:eee:jfpoli:v:37:y:2012:i:2:p:151-161
    DOI: 10.1016/j.foodpol.2011.12.001
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    References listed on IDEAS

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    1. repec:gam:jsusta:v:9:y:2017:i:8:p:1340-:d:106466 is not listed on IDEAS
    2. Biguzzi, Coralie & Ginon, Emilie & Gomez-y-Paloma, Sergio & Langrell, Sergio & Lefebvre, Marianne & Marette, Stephan & Mateu, Guillermo & Sutan, Angela, 2014. "Consumers' preferences for Integrated Pest Management: Experimental insights," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 183081, European Association of Agricultural Economists.
    3. Sun, Junxiu & Yin, Haitao & Wang, Feng, 2014. "Net private benefits of purchasing eco-labeled air conditioners and subsidization policies in China," Energy Policy, Elsevier, vol. 73(C), pages 186-195.
    4. Caroline Orset & Nicolas Barret & Aurélien Lemaire, 2017. "How consumers of plastic water bottles are responding to environmental policies?," Post-Print hal-01500900, HAL.
    5. Marette, Stéphan & Millet, Guy, 2014. "Economic benefits from promoting linseed in the diet of dairy cows for reducing methane emissions and improving milk quality," Food Policy, Elsevier, vol. 46(C), pages 140-149.
    6. Barlagne, Carla & Bazoche, Pascale & Thomas, Alban & Ozier-Lafontaine, Harry & Causeret, François & Blazy, Jean-Marc, 2015. "Promoting local foods in small island states: The role of information policies," Food Policy, Elsevier, vol. 57(C), pages 62-72.
    7. Janssen, Meike & Hamm, Ulrich, 2014. "Governmental and private certification labels for organic food: Consumer attitudes and preferences in Germany," Food Policy, Elsevier, vol. 49(P2), pages 437-448.
    8. repec:bla:jconsa:v:51:y:2017:i:1:p:211-251 is not listed on IDEAS
    9. Alessia Cavaliere & Elena Claire Ricci & Matteo Solesin & Alessandro Banterle, 2014. "Can Health and Environmental Concerns Meet in Food Choices?," Sustainability, MDPI, Open Access Journal, vol. 6(12), pages 1-16, December.
    10. repec:ucp:mresec:doi:10.1086/692091 is not listed on IDEAS
    11. repec:eee:agisys:v:163:y:2018:i:c:p:45-57 is not listed on IDEAS
    12. Campbell, Benjamin & Khachatryan, Hayk & Behe, Bridget & Dennis, Jennifer & Hall, Charles, 2015. "Consumer Perceptions of Eco-friendly and Sustainable Terms," Agricultural and Resource Economics Review, Cambridge University Press, vol. 44(01), pages 21-34, April.
    13. Lefebvre, M. & Biguzzi, C. & Ginon, E. & Gomez y Paloma, Sergio & Langrell, S. R. H. & Marette, S. & Mateu, G. & Sutan, A., 2015. "Mandatory Integrated Pest Management in the European Union: Experimental insights on consumers' reactions," 2015 Conference, August 9-14, 2015, Milan, Italy 212038, International Association of Agricultural Economists.
    14. repec:gam:jsusta:v:9:y:2017:i:10:p:1701-:d:112897 is not listed on IDEAS
    15. Carlucci, Domenico & Dedevitiis, Biagia & Nardone, Gianluca & Santeramo, Fabio Gaetano, 2016. "Certification Labels Vs Convenience Formats: What drives the market in aquaculture products?," MPRA Paper 75448, University Library of Munich, Germany.
    16. repec:eme:aheszz:s0731-219920140000024006 is not listed on IDEAS

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