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Consumer attitudes towards sustainability attributes on food labels

  • Saunders, Caroline M.
  • Guenther, Meike
  • Kaye-Blake, William
  • Miller, Sini
  • Tait, Peter R.

With current concerns about climate change and the general status of the environment, there is an increasing expectation that products have sustainability credentials, and that these can be verified. Labelling is a common method of communicating certain product attributes to consumers that may influence their choices. There are different types of labels with several functions. The aim of this study is to investigate consumers‟ purchase decisions towards certain sustainability claims on food products, particularly by displaying the reduction of carbon emissions. Choice outcomes will be evaluated using Discrete Choice Modelling (DCM). Data for the study is obtained by a web-based consumer survey undertaken in the United Kingdom (UK). Results provide information on different attributes effects on consumers‟ purchase decisions, particularly their willingness to pay. This study provides information on consumers‟ attitudes that will assist industries and firms to benefit from market opportunities, in particular assessing the methods by which carbon footprinting measures can be incorporated alongside information on other sustainability criteria in product marketing.

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File URL: http://purl.umn.edu/96944
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Paper provided by New Zealand Agricultural and Resource Economics Society in its series 2010 Conference, August 26-27, 2010, Nelson, New Zealand with number 96944.

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Date of creation: Aug 2010
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Handle: RePEc:ags:nzar10:96944
Contact details of provider: Web page: http://www.nzares.org.nz/

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  1. McCluskey, Jill J. & Loureiro, Maria L., 2003. "Consumer Preferences And Willingness To Pay For Food Labeling: A Discussion Of Empirical Studies," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(03), November.
  2. John M. Rose & Riccardo Scarpa, 2007. "Designs Efficiency for Non-market Valuation with Choice Modelling: How to Measure It, What to Report and Why," Working Papers in Economics 07/21, University of Waikato, Department of Economics.
  3. Kenneth Train, 2003. "Discrete Choice Methods with Simulation," Online economics textbooks, SUNY-Oswego, Department of Economics, number emetr2, December.
  4. Noussair, C. & Robin, S. & Ruffieux, B., 2001. "Do Consumers Not Care about Biotech Foods or Do They Just Not Read the Labels?," Purdue University Economics Working Papers 1142, Purdue University, Department of Economics.
  5. Denzil G. Fiebig & Michael P. Keane & Jordan Louviere & Nada Wasi, 2010. "The Generalized Multinomial Logit Model: Accounting for Scale and Coefficient Heterogeneity," Marketing Science, INFORMS, vol. 29(3), pages 393-421, 05-06.
  6. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
  7. Kaye-Blake, William & Abell, Walter L. & Zellman, Eva, 2009. "Respondents’ ignoring of attribute information in a choice modelling survey," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(4), December.
  8. repec:ner:tilbur:urn:nbn:nl:ui:12-378702 is not listed on IDEAS
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