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Consumers’ valuation of sustainability labels on meat

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  • Van Loo, Ellen J.
  • Caputo, Vincenzina
  • Nayga, Rodolfo M.
  • Verbeke, Wim

Abstract

There are various sustainability certifications and claims for food products that focus on environmental or ethical benefits. These claims empower consumers to make informed purchasing decisions that take environmental and ethical considerations into account. This paper compares consumers’ preferences for four types of sustainability claims related to organic meat, free range, animal welfare and carbon footprint. Using a choice experiment on a chicken breast product, our results show that nine in every ten Belgian consumers favor free range claims, which are also valued the most highly, attracting premiums ranging from 43% to 93%. Our study also shows that a vast majority of consumers (87%) would welcome the introduction of an EU level animal welfare label. The carbon footprint labels and the organic labels are less appealing to consumers, who have lower willingness to pay for these labels. Belgian consumers prefer the national Belgian organic food logo, certified by a private organization, to the newly-introduced EU organic food logo.

Suggested Citation

  • Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Verbeke, Wim, 2014. "Consumers’ valuation of sustainability labels on meat," Food Policy, Elsevier, vol. 49(P1), pages 137-150.
  • Handle: RePEc:eee:jfpoli:v:49:y:2014:i:p1:p:137-150
    DOI: 10.1016/j.foodpol.2014.07.002
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    2. Yan, Zhen & Zhou, Jie-hong, 2015. "Measuring consumer heterogeneous preferences for pork traits under media reports: choice experiment in sixteen traceability pilot cities, China," 2015 Conference, August 9-14, 2015, Milan, Italy 211884, International Association of Agricultural Economists.
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    7. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
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    12. Yan, Zhen & Zhou, Jie-hong, 2015. "Measuring consumer heterogeneous preferences for pork traits under media reports: choice experiment in sixteen traceability pilot cities, China," 2015 Conference, August 9-14, 2015, Milan, Italy 212609, International Association of Agricultural Economists.
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    17. Leach, Allison M. & Emery, Kyle A. & Gephart, Jessica & Davis, Kyle F. & Erisman, Jan Willem & Leip, Adrian & Pace, Michael L. & D’Odorico, Paolo & Carr, Joel & Noll, Laura Cattell & Castner, Elizabet, 2016. "Environmental impact food labels combining carbon, nitrogen, and water footprints," Food Policy, Elsevier, vol. 61(C), pages 213-223.
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