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Eco-labelled food products: what are consumers paying for?

Author

Listed:
  • Douadia Bougherara

    (SMART-LERECO - Structures et Marché Agricoles, Ressources et Territoires - INRA - Institut National de la Recherche Agronomique - AGROCAMPUS OUEST)

  • Pierre Combris

    (ALISS - Alimentation et sciences sociales - INRA - Institut National de la Recherche Agronomique)

Abstract

The paper investigates whether the premium consumers are willing to pay for an eco-labelled product is driven by selfish or altruistic motives. Using an incentive-compatible experiment with both a within- and a between-subject design, we study the effect on this premium of information stating that eco-friendly products do not necessarily lead to higher private benefits. We find that this information does not affect buying prices in the within-subject experiment. This suggests that consumers' willingness to pay for the eco-labelled product does not derive from perceived higher taste or safety attributes but from other motives. These results are confirmed in the between-subject design where we find that information affects buying prices for the eco-friendly product but also for the control product in the between-subject experiment.

Suggested Citation

  • Douadia Bougherara & Pierre Combris, 2009. "Eco-labelled food products: what are consumers paying for?," Post-Print hal-01462350, HAL.
    • Handle: RePEc:hal:journl:hal-01462350
    DOI: 10.1093/erae/jbp023
    as

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