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Consumer Preferences for Eco, Health and Fair Trade Labels. An Application to Seafood Product in France

Author

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  • Dorothée Brécard

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IUML - FR 3473 Institut universitaire Mer et Littoral - UM - Le Mans Université - UA - Université d'Angers - UN - Université de Nantes - ECN - École Centrale de Nantes - UBS - Université de Bretagne Sud - IFREMER - Institut Français de Recherche pour l'Exploitation de la Mer - CNRS - Centre National de la Recherche Scientifique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Sterenn Lucas

    () (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IUML - FR 3473 Institut universitaire Mer et Littoral - UM - Le Mans Université - UA - Université d'Angers - UN - Université de Nantes - ECN - École Centrale de Nantes - UBS - Université de Bretagne Sud - IFREMER - Institut Français de Recherche pour l'Exploitation de la Mer - CNRS - Centre National de la Recherche Scientifique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Nathalie Pichot

    (CRPCC EA 1285 - Centre de Recherches en Psychologie Cognition et Communication - UBS - Université de Bretagne Sud - UBO - Université de Brest - MEN : EA1285 - UR2 - Université de Rennes 2 - UNIV-RENNES - Université de Rennes)

  • Frédéric Salladarré

    () (Economie publique et choix social - CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR1 - Université de Rennes 1 - UNIV-RENNES - Université de Rennes - CNRS - Centre National de la Recherche Scientifique - LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IUML - FR 3473 Institut universitaire Mer et Littoral - UM - Le Mans Université - UA - Université d'Angers - UN - Université de Nantes - ECN - École Centrale de Nantes - UBS - Université de Bretagne Sud - IFREMER - Institut Français de Recherche pour l'Exploitation de la Mer - CNRS - Centre National de la Recherche Scientifique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

How are consumer attitudes towards eco-labeled products affected by a profusion of labels? This article provides both theoretical and empirical insight into this issue. Assuming that consumers perceive a label both as a sign of quality and of a particular characteristic of a product, we deduce theoretical determinants for preferences for three types of label: a health label, an eco-label and a fair trade label. Using a French survey on seafood products, the estimation of a rank-ordered multinomial logit with random intercepts shows a certain proximity between the profiles of pro-eco-label and pro-fair trade label consumers, whereas pro-health label individuals have a more distinct profile: The two former are more likely to be young men mainly concerned with fishing conditions, whereas the latter are older married women with children who pay attention to the product form. We relate preferences for labels to degree of altruism, environmental consciousness and other socio-economic features.

Suggested Citation

  • Dorothée Brécard & Sterenn Lucas & Nathalie Pichot & Frédéric Salladarré, 2012. "Consumer Preferences for Eco, Health and Fair Trade Labels. An Application to Seafood Product in France," Post-Print hal-00593744, HAL.
  • Handle: RePEc:hal:journl:hal-00593744
    DOI: 10.1515/1542-0485.1360
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-00593744
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    File URL: https://hal.archives-ouvertes.fr/hal-00593744/document
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    References listed on IDEAS

    as
    1. Gerhard Clemenz, 2010. "Eco-Labeling and Horizontal Product Differentiation," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 45(4), pages 481-497, April.
    2. Johnston, Robert J. & Roheim, Cathy A., 2006. "A Battle of Taste and Environmental Convictions for Ecolabeled Seafood: A Contingent Ranking Experiment," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 0(Number 2), pages 1-18, August.
    3. Michael Kuhn, 2005. "The Greening of Markets," Books, Edward Elgar Publishing, number 3583.
    4. Adel Ben Youssef & Rim Lahmandi-Ayed, 2008. "Eco-labelling, Competition and Environment: Endogenization of Labelling Criteria," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 41(2), pages 133-154, October.
    5. Lisette Ibanez & Gilles Grolleau, 2008. "Can Ecolabeling Schemes Preserve the Environment?," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 40(2), pages 233-249, June.
    6. Jean Tirole, 1988. "The Theory of Industrial Organization," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262200716.
    7. Johnston, Robert J. & Roheim, Cathy A. & Donath, Holger & Asche, Frank, 2001. "Measuring Consumer Preferences For Ecolabeled Seafood: An International Comparison," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 0(Number 1), pages 1-20, July.
    8. Cathy R. Wessells & Robert J. Johnston & Holger Donath, 1999. "Assessing Consumer Preferences for Ecolabeled Seafood: The Influence of Species, Certifier, and Household Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(5), pages 1084-1089.
    9. Salladarré Frédéric & Guillotreau Patrice & Perraudeau Yves & Monfort Marie-Christine, 2010. "The Demand for Seafood Eco-Labels in France," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 8(1), pages 1-26, December.
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    Cited by:

    1. Brécard, Dorothée, 2014. "Consumer confusion over the profusion of eco-labels: Lessons from a double differentiation model," Resource and Energy Economics, Elsevier, vol. 37(C), pages 64-84.
    2. Uchida, Hirotsugu & Onozaka, Yuko & Morita, Tamaki & Managi, Shunsuke, 2014. "Demand for ecolabeled seafood in the Japanese market: A conjoint analysis of the impact of information and interaction with other labels," Food Policy, Elsevier, vol. 44(C), pages 68-76.
    3. Robert Fonner, 2015. "Willingness to Pay for Multiple Seafood Labels in a Niche Market," Marine Resource Economics, University of Chicago Press, vol. 30(1), pages 51-70.
    4. Sihem Dekhili & Mohamed Achabou, 2015. "The Influence of the Country-of-Origin Ecological Image on Ecolabelled Product Evaluation: An Experimental Approach to the Case of the European Ecolabel," Journal of Business Ethics, Springer, vol. 131(1), pages 89-106, September.
    5. Chen, Xianwen & Alfnes , Frode & Rickertsen , Kyrre, 2015. "Labeling Farmed Seafood," Working Paper Series 10-2015, Norwegian University of Life Sciences, School of Economics and Business.
    6. Yenipazarli, Arda, 2015. "The economics of eco-labeling: Standards, costs and prices," International Journal of Production Economics, Elsevier, vol. 170(PA), pages 275-286.
    7. repec:gam:jsusta:v:10:y:2018:i:7:p:2397-:d:157117 is not listed on IDEAS
    8. von Meyer-Höfer, Marie & von der Wense, Vera & Spiller, Achim, 2013. "Characterising convinced sustainable food consumers," GlobalFood Discussion Papers 161887, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    9. Mireille Chiroleu-Assouline, 2016. "Multiple Standards: the Case of the French Building Industry," Policy Papers 2016.08, FAERE - French Association of Environmental and Resource Economists.

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