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Preferences for fairness and equity in the food system

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  • Brian C. Briggeman
  • Jayson L. Lusk

Abstract

Consumers have shown an increasing interest in not only how their food is produced, but also who benefits from their food purchase. In some cases, such as organics, food is marketed as being produced in an 'equitable' food system. But are consumers willing to pay for a fair food system? Using a model of inequality aversion and a set of real-money experiments, we find that about 15 per cent of consumers' willingness-to-pay a premium for organic foods is attributable to altruism and inequality aversion. The fairness premium is significantly influenced by who receives this premium, how much the consumer earns, and how the experiment is framed. Oxford University Press and Foundation for the European Review of Agricultural Economics 2010; all rights reserved. For permissions, please email journals.permissions@oup.com, Oxford University Press.

Suggested Citation

  • Brian C. Briggeman & Jayson L. Lusk, 2011. "Preferences for fairness and equity in the food system," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(1), pages 1-29, March.
    • Handle: RePEc:oup:erevae:v:38:y:2011:i:1:p:1-29
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    File URL: http://hdl.handle.net/10.1093/erae/jbq033
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    Cited by:

    1. Caputo, Vincenzina & Nayga, Rodolfo M. Jr. & Scarpa, Riccardo, 2013. "Food miles or carbon emissions? Exploring labelling preference for food transport footprint with a stated choice study," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 57(4), pages 1-18.
    2. Ousmane Z. Traoré & Lota D. Tamini & Bernard Korai, 2023. "Willingness to pay for credence attributes associated with agri‐food products—Evidence from Canada," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 71(3-4), pages 303-327, September.
    3. Ujiie, Kiyokazu, 2021. "Discussion: Food Consumption to Embody Multidimensionality: The Role of Information: Viewpoints and Issues," Japanese Journal of Agricultural Economics (formerly Japanese Journal of Rural Economics), Agricultural Economics Society of Japan (AESJ), vol. 23.
    4. Kim, Seon-Woong & Lusk, Jayson L. & Brorsen, B. Wade, 2018. "“Look at Me, I’m Buying Organic”: The Effects of Social Pressure on Organic Food Purchases," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 43(3), September.
    5. Giovanna Piracci & Fabio Boncinelli & Leonardo Casini, 2022. "Wine consumers' demand for social sustainability labeling: Evidence for the fair labor claim," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(4), pages 1742-1761, December.
    6. Ronaldo Tavares Souza, 2020. "Box-scheme as alternative food network—the economic integration between consumers and producers," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-25, December.
    7. Widmar, Nicole J. Olynk & Byrd, Elizabeth S. & Wolf, Christopher A. & Acharya, Lalatendu, 2016. "Health Consciousness and Consumer Preferences for Holiday Turkey Attributes," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-15, July.
    8. Margherita Prete & Artyom Golossenko & Matthew Gorton & Barbara Tocco & Antonella Samoggia, 2025. "Consumer Disposition Toward Fairness in Agri-Food Chains (FAIRFOOD): Scale Development and Validation," Journal of Business Ethics, Springer, vol. 197(2), pages 391-421, March.
    9. Bernard, Kévin & Bonein, Aurélie & Bougherara, Douadia, 2020. "Consumer inequality aversion and risk preferences in community supported agriculture," Ecological Economics, Elsevier, vol. 175(C).
    10. Busch, Gesa & Spiller, Achim, 2015. "Real farmer share, perceived farmer share and fair distribution in food chains from a consumers' perspective," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202736, European Association of Agricultural Economists.
    11. Sophie De Graaf & Filiep Vanhonacker & Ellen J. Van Loo & Jo Bijttebier & Ludwig Lauwers & Frank A. M. Tuyttens & Wim Verbeke, 2016. "Market Opportunities for Animal-Friendly Milk in Different Consumer Segments," Sustainability, MDPI, vol. 8(12), pages 1-17, December.
    12. Fang, Yingkai & Asche, Frank & Gao, Zhifeng, 2020. "Can ecolabel certifications for restaurants influence consumer choices away from home?," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304268, Agricultural and Applied Economics Association.
    13. Busch, Gesa & Spiller, Achim, 2016. "Farmer share and fair distribution in food chains from a consumer’s perspective," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 149-158.
    14. repec:ags:aaea22:335732 is not listed on IDEAS
    15. Erpeng Wang & Zhifeng Gao, 2017. "Chinese Consumer Quality Perception and Preference of Traditional Sustainable Rice Produced by the Integrated Rice–Fish System," Sustainability, MDPI, vol. 9(12), pages 1-13, December.
    16. Jasper Grashuis & Ye Su, 2022. "Inequality aversion and consumer ethnocentrism: Food consumer preferences for payoff distributions to farm producers," Agribusiness, John Wiley & Sons, Ltd., vol. 38(3), pages 608-619, July.
    17. Antonella Samoggia & Zeynep Beyhan, 2022. "Fairness-Enabling Practices in Agro-Food Chain," Sustainability, MDPI, vol. 14(11), pages 1-24, May.
    18. Desjana Grymshi & Eva Crespo‐Cebada & Ahmed Elghannam & Francisco J. Mesías & Carlos Díaz‐Caro, 2022. "Understanding consumer attitudes towards ecolabeled food products: A latent class analysis regarding their purchasing motivations," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 93-107, January.
    19. Bernard, Kévin & Bonein, Aurélie & Bougherara, Douadia, 2016. "Community Supported Agriculture and Preferences for Risk and Fairness," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 234904, Agricultural and Applied Economics Association.
    20. Jasper Grashuis, 2021. "A price premium for the farmer‐owned label? A choice experiment with milk consumers in the Netherlands," Agribusiness, John Wiley & Sons, Ltd., vol. 37(4), pages 749-763, October.
    21. 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.
    22. Marcello Stanco & Marco Lerro, 2020. "Consumers’ Preferences for and Perception of CSR Initiatives in the Wine Sector," Sustainability, MDPI, vol. 12(13), pages 1-13, June.

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