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Local, Organic, Conventional— Asymmetric Effects of Information and Taste on Label Preferences in an Experimental Auction

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  • Costanigro, Marco
  • Kroll, Stephan
  • Thilmany, Dawn D.

Abstract

We endowed consumers with conventional apples and auctioned local, organic and organic-local apples to elicit consumers’ valuation and the response to two experimental treatments: scientific information and taste. For both labels, which participants valued as partial substitutes, positive WTP is conditional on distrusting the governmental food agencies. Information documenting the inconclusive scientific evidence in favor of organic and local production has little effect; while participants with positive valuation reacted to organoleptic characteristics only when the new information favored the labeled apples. The observed behavior is more consistent with polarization against conventional products, rather than in favor of local and organic.

Suggested Citation

  • Costanigro, Marco & Kroll, Stephan & Thilmany, Dawn D., 2012. "Local, Organic, Conventional— Asymmetric Effects of Information and Taste on Label Preferences in an Experimental Auction," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123199, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaeafe:123199
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    References listed on IDEAS

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    Cited by:

    1. Kathryn Boys & David Willis & Carlos Carpio, 2014. "Consumer willingness to pay for organic and locally grown produce on Dominica: insights into the potential for an “Organic Island”," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 16(3), pages 595-617, June.
    2. Todd M. Schmit & Bradley J. Rickard & John Taber, 2013. "Consumer Valuation of Environmentally Friendly Production Practices in Wines, considering Asymmetric Information and Sensory Effects," Journal of Agricultural Economics, Wiley Blackwell, vol. 64(2), pages 483-504, June.
    3. Jean-Sauveur Ay & Raja Chakir & Stephan Marette, 2014. "Does living close to a vineyard increase the willingness-to-pay for organic and local wine?," Working Papers 2014/03, INRA, Economie Publique.
    4. 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.
    5. Tebbe, Eva & von Blanckenburg, Korbinian, 2017. "Does willingness to pay increase with the number and strictness of sustainability labels?," Annual Conference 2016 (Augsburg): Demographic Change 145556, Verein für Socialpolitik / German Economic Association.

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    Keywords

    Food Consumption/Nutrition/Food Safety;

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