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How environmental sustainability labels affect food choices: Assessing consumer preferences in southern Italy
Abstract
This paper assesses consumer preferences and willingness to pay for three different environmental sustainability labels (EU Organic Farming, Rainforest Alliance, ‘Per il Clima-Legambiente’) and information cues about the origin displayed on a processed food product, namely tomato purée. Using a choice experiment and conditional logit models, the results show that: i) preferences for the environmental sustainability labelled product increase when consumers have proper knowledge about the meaning of the labels; ii) the information cue about the product's domestic origin is important for all consumers, regardless of their education, unlike environmental sustainability labels that are more appreciated by well-educated consumers; iii) consumers' willingness to pay is higher for labels with greater market penetration, regardless of certification by private or public organisations. Findings suggest that the adoption of environmental sustainability labels by food producers should be combined with effective information policies aimed at increasing consumer awareness.
... These labels help consumers make informed choices, increasing interest in product origins, nutritional content, and sustainability practices. Therefore, consumers actively seek trustworthy labels that reflect environmental responsibility and ethical sourcing (Aprile and Punzo 2022). ...
... This result underscores the importance of building consumer trust in the certification process and promoting a positive perception of sustainable products. This result is consistent with findings by Janssen and Hamm (2012), (Vittersø et al. 2019), Medici et al. (2021a, b), Aprile and Punzo (2022), and Malissiova et al. (2022) which reveal that there is a positive relationship between attitude for certified FVs in the studied countries. This positive attitude plays a crucial role in consumer attitudes and is based on the trust and credibility of these certifications and standards. ...
... This leads to consumers wanting to support sustainable practices and reduce the environmental impact associated with food production and distribution (Medici et al. 2021a, b). As Vittersø et al. (2019) and Aprile and Punzo (2022) mention, environmental concerns, for example, about the use of chemicals and fertilizers and organic production, have a positive impact on the attitudes and WTP of Italian consumers. In addition, in Morocco, consumer awareness is growing, and their attitudes are shifting towards healthier and more environmentally friendly products (Aguenaou et al. 2021). ...
Short fruit and vegetable supply chains have become an important context for sustainable food systems, as they prioritize local, transparent, and environmentally friendly production processes. These supply chains are particularly relevant in addressing consumer concerns about food production. In this context, fruit and vegetable production raises significant environmental concerns, driving consumer demand for ecolabelled products. However, trust and perceived credibility of these labels remain critical, especially in short supply chains that emphasize transparency and local engagement. Therefore, this study examines the factors influencing consumer Willingness to pay for environmental labels on fruits and vegetables in the short supply chains. Specifically, we hypothesize that consumers’ willingness to pay for fruits and vegetables with ecolabels is higher for those who show interest in packaging information, who are concerned about the environment and those who have positive attitudes towards and trust in current certifications. We collected the data for our study via an online survey involving 1,029 participants from Egypt, France, Greece, Italy, and Morocco, applying partial least squares structural equation modelling for our analysis. Our results indicate that positive attitudes and trust in certifications have a positive effect on consumer perceptions of environmental labels in all the countries studied, and particularly in France and Greece. The influence of interest in ecolabel information on Willingness to pay is lower and is only detected in Greece and Italy. In Morocco and Italy, on the other hand, environmental concerns about production have a significant influence. The relevance of short fruit and vegetables supply chains in these findings underscores the importance of promoting trust and transparency in labelling within localized food systems, as this can further align fruit and vegetable supply chains with consumer demand for eco-friendly products.
... Table 3 presents the factors and levels chosen for this study. Claims are a particularly important tool used to provide consumers with information (Aprile & Punzo, 2022;van Loo et al., 2021). The levels selected for this factor were determined from a literature review (Almeida & Alves, 2020;Alonso et al., 2020;Burnier et al., 2021;Font-i-Furnols & Guerrero, 2022;Araújo et al., 2022). ...
... The ANOVA results indicate that there was a significant difference (p≤0.05) in purchase intention between the two groups (5.2 vs 5.0), suggesting that the information about LCBB provided to the respondents increased the purchase intention scores for beef, as presented in Table 6. This result is consistent with the literature (Hartikainen et al. 2014;Rondoni & Grasso, 2021;Font-i-Furnols & Guerrero, 2022;Araújo et al., 2022;Aprile & Punzo, 2022), which highlights the role of information on changing consumer behavior, especially with regard to sustainable consumption. As reported by de Araújo et al. (2022), the perception of quality and the consumer's attitude towards meat depend on prior experiences. ...
... This result suggests that educating consumers about a new sustainable technology can increase their awareness and appreciation for the product's socio-environmental attributes. Similarly, Aprile & Punzo (2022) reported that adequate consumer knowledge about the content of labels contributes to greater preference for products with sustainability claims. The study by Viegas et al. (2015) found that, for consumers in Portugal, Lisboa and Porto, the quality of beef was predominantly a sensory issue and little influenced by safety, environment and animal welfare. ...
Resumo A percepção e a intenção de compra em relação à “Carne Baixo Carbono (CBC)” foi avaliada através de uma pesquisa online com 851 consumidores de carne bovina residentes no estado do Rio de Janeiro, Brasil. Foi utilizado a Associação Livre de Palavras, solicitando que os participantes descrevessem as primeiras quatro palavras que lhes viessem à mente diante do estímulo “CBC”. Em seguida, a análise conjunta foi empregada para investigar a intenção de compra de carne bovina, considerando diferentes fatores no rótulo, em duas condições experimentais: Com e sem informação sobre a definição da CBC. As associações ao meio ambiente foram mais relatadas por mulheres, pessoas de 46 a 65 anos, com maior nível educacional e renda familiar. O acesso à informação sobre CBC aumentou a intenção de compra, mas o preço foi o fator que mais determinou essa intenção. A alegação de sustentabilidade e bem-estar animal foram atributos percebidos positivamente. No entanto, constatamos que os consumidores não relacionam os aspectos ambientais à qualidade sensorial da carne. Ações incisivas de comunicação deverão ser criadas para desconstruir a percepção do consumidor de que o avanço da pecuária sustentável não impactará negativamente no sabor da carne e, consequentemente, no bem-estar do próprio consumidor.
... In fact, agricultural production is a cue to encourage sustainable development (Boccia and Sarno, 2019). However, previous studies of consumers' response to sustainable claims have used food that undergoes some kind of industrial process, such as chocolate (Catlin et al., 2017;Rousseau, 2015;Silva et al., 2017;Vecchio and Annunziata, 2015), breakfast cereals, coffee (Van Loo et al., 2015), ice-cream, sweets, soft drinks, ready meals (Grunert et al., 2014), wine (Muller Loose and Remaud, 2013;Sch€ aufele and Hamm, 2017), bread, cookies (Wei et al., 2018), milk (Janßen and Langen, 2017;Zander and Hamm, 2010), and tomato pur ee (Aprile and Punzo, 2022). Moreover, other food studies have investigated sustainability issues without focusing on a particular food product (Annunziata et al., 2019;Rees et al., 2019). ...
... Moreover, products that make sustainability claims influence consumers' purchase intention (Cho and Berry, 2019;Grunert et al., 2014;Rees et al., 2019;Wei et al., 2018). For example, Aprile and Punzo (2022) find that environmentally sustainable labels (i.e. "rainforest alliance," "EU organic farming," "per il clima-legambiente") positively influence consumers' willingness to pay for a processed tomato pur ee if consumers are aware of the meaning of the labels. ...
... The experimental design used is a standard method of evaluating the effect of manipulated stimuli. This study compares differences in consumers' responses in relation to the sustainable claims (Annunziata et al., 2019;Aprile and Punzo, 2022;Vecchio and Annunziata, 2015;Wei et al., 2018). Choice experiments have also evaluated responses to claims (Catlin et al., 2017;Janßen and Langen, 2017;Muller Loose and Remaud, 2013;Rousseau, 2015;Van Loo et al., 2015). ...
Purpose
This paper evaluates consumers' responses to claims regarding fruit sustainability. The authors compared the effects of this factor on consumers' moral satisfaction and purchase intention with respect to 12 sustainability claims.
Design/methodology/approach
A mixed-model experiment was conducted with seven fruits (i.e. guava, pineapple, red apple, green apple, red grape, green grape and avocado) to evaluate the effects of the 12 sustainability claims on purchase intention through moral satisfaction, relative to a control condition.
Findings
The results show that claims of supporting local farmers are those that move consumers the most. Claims regarding local farmers' production positively affect moral satisfaction and purchase intention.
Practical implications
This paper takes a consumer behavior approach to sustainability, enabling organizations to consider consumer behavior outcomes that could affect their strategic investments and commitment to social responsibility.
Originality/value
Food-related studies have not produced consistent results with respect to the relevance that sustainability claims have for consumers. This study differs from previous studies, as it focuses on fruit, a product that is important for social and environmental sustainability issues. This study demonstrates that, in the case of fruit, sustainability arguments are meaningful to young consumers through the mediating effect of moral satisfaction. Thus, the effect of claims is predicted by the meaning these arguments have for the consumer.
... Information Council 2020), which reports that 59% of respondents consider sustainability an important factor in their food choices, although 60% admit to being uncertain about whether their food choices are environmentally friendly. Many studies have shown that consumers are willing to pay more for organic products, highlighting their sensitivity to environmental and ethical issues (Aprile and Punzo 2022;Sigurdsson et al. 2022). This change in behaviour is important in the context of a global population that is constantly growing and urbanising. ...
... Reconciling natural ecosystems through agricultural production is essential for achieving sustainability. Consumer attitudes and choices such as local sourcing, fair trade, environmental sustainability and sustainable food labels play a significant role (Aprile and Punzo 2022). ...
This study examines how demographic factors influence the purchasing behaviour and preferences of Gen Z consumers, with a focus on sustainable consumption. The research aims to determine whether these factors can inform more effective marketing strategies and personalized consumer profiles to promote environmentally responsible purchasing decisions. A quantitative research approach was employed through an online survey using computer‐assisted web interviewing (CAWI). Data were collected from university students across Italy to assess the impact of gender, age and education on sustainable shopping behaviors. The results reveal a significant relationship between shopping frequency, environmental awareness and gender, as well as between education level, shopping frequency and personal commitment to environmental care. The findings suggest that tailored educational strategies targeting different demographic groups may enhance sustainable consumption practices and contribute to broader sustainability goals. This study contributes to the discourse on sustainable consumption by integrating demographic segmentation into marketing and policy strategies. Given the socio‐economic and environmental crises shaping consumer behaviours, understanding the role of gender, age and education in sustainability‐oriented decision‐making can inform targeted interventions and promote responsible consumption patterns among Gen Z.
... This study examines factors influencing trust in sustainability labels to identify dependencies that, along with information depth, shape perceptions of authenticity. The literature highlights key aspects affecting trust, summarized as follows: (Schoenheit, 2014;Van Loo et al., 2014;Marette et al., 2012;Guitierrez, 2020;Carmela et al., 2022) Institution: Trust in sustainability labels is linked to the credibility of the awarding institution. Gorton et al. (2021) found that labels issued by public institutions or reputable organizations inspire greater consumer trust. ...
... Studies (Van Loo et al., 2014;Schoenheit, 2014;Gutierrez, 2020) show that better comprehension of sustainability labels positively influences perceptions of a product's sustainability. Carmela et al. (2022) highlights the need for further research quantifying the relationship between information depth and perceived authenticity. ...
Objective: This study examines how the depth of information in sustainability labels influences consumers' perceptions of product authenticity and reduces skepticism toward sustainability claims. Theoretical Framework: Drawing on consumer trust, authenticity in credence goods, and the role of detailed information in labeling, the study is grounded in sustainability labeling research and implicit attitudes, utilizing the Implicit Association Test (IAT) as a key measure. Method: A mixed-method approach combines surveys with the IAT to assess how label information depth affects perceived authenticity. Ninety-four participants from German-speaking Europe took part, with reaction times analyzed using Greenwald’s d-score method. Results and Discussion: Findings indicate a positive correlation between detailed label information and perceived authenticity, with a mean d-score of 0.73. Labels featuring quantified details foster greater trust, particularly among younger, educated consumers. The discussion underscores the role of transparency in mitigating skepticism. Research Implications: The study informs marketing strategies and policy by emphasizing the importance of clear, detailed labeling in building trust and promoting sustainable consumption. It contributes to Sustainable Development Goal (SDG) 12: Responsible Consumption and Production by providing insights into how transparent labeling can encourage ethical consumer behavior. Originality/Value: By focusing on implicit attitudes, this research offers insights into heuristic decision-making, showing that detailed sustainability information enhances perceived authenticity and trust.
... These findings align with those of Connor et al. (2022), who found that knowledge about climate change increases consumers' WTP for SRP rice in Vietnam, and with those of My et al. (2018) who found that consumers' knowledge about sustainability positively impact their WTP for sustainable rice in Vietnam. More generally, these findings also align with those from Aprile and Punzo (2022), which indicate that knowledge about sustainability increases consumers' preferences for sustainability-labeled products. Moreover, Zhou et al. (2017) found a positive impact of pro-environmental behavior on consumers' WTP for ecolabelled rice in China. ...
... Our findings align with those from previous studies from Ghana (e.g., Hiamey & Hiamey, 2018;Meroz et al., 2011) that suggest that environmental concerns are an important determinant of the food consumption choices and prices Ghanaian consumers pay. Aprile and Punzo (2022) stated that preferences for sustainabilitylabeled products increased when consumers knew about sustainability. Menozzi et al. (2020) also concluded that for consumers to consider sustainability as a purchasing factor, they must be adequately informed about the standard and its requirements. ...
Improving the sustainability of rice, a global food staple with a significant environmental footprint, is of utmost importance, given the growing population and increased depletion of natural resources. The Sustainable Rice Platform (SRP) standard is the first globally recognized certification standard for sustainable rice production. SRP comprises 41 requirements structured under 12 indicators and 8 themes, through which farmers can receive SRP certification and use the SRP label. This study assesses consumers’ preferences for SRP-certified sustainable rice in Ghana. We surveyed 1168 consumers in Accra, Kumasi, and Tamale, the three largest cities in Ghana, to ascertain their preferences for each of the SRP sustainability themes and their willingness to pay (WTP) for SRP-certified sustainable rice using a choice experiment and double-bounded contingent valuation method. The results indicate that consumers’ preferences for SRP themes and WTP for sustainably produced rice are heterogeneous across locations. Across the three cities, consumers are willing to pay a premium for SRP-certified imported and domestic rice, except for consumers in Accra. The findings of this study offer valuable insights for the development of policy aimed at enhancing the sustainability of rice production in Ghana, linking production practices with consumer demand.
... Aprile and Punzo [27] Journal of Cleaner Production Italy Choice experiment ...
... This approach emphasizes consumerrelated factors as major drivers affecting their choice behavior. Conversely, other studies which applied multi-attribute choice models focus on product-related factors to explain consumers' behavior of SL choices [17,19,27] . In such studies, the relationship between SL versus trust in product quality factors such as food safety, price, health benefits are examined, and relative importance of SL compared to other product factors are discussed. ...
Sustainability Label (SL) have emerged as an important product attribute in recent decades, and have evolved into various types as products with social, environmental, and economic benefits have become more prevalent in the marketplace. With the information of SL in products, consumers are encouraged to embrace environmental sustainability principles and to make environmentally sustainable choices and actions. SL helps alignment between consumers and the industry by enhancing consumers’ nderstanding of company’s act, and serve as an effective marketing message. However, there is limited research on consumer preferences for different types of sustainable labels or benefits. This study addresses this knowledge gap by applying choice experiment method to assess consumers’ choice behavior for products associated with various SL. Choice experiment designs are separately developed for two most relevant sustainable products (i.e. soymilk and EV) in China. A stated preference method (SPM) consumer survey was conducted in 2022 across six major cities in China, namely Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Xi’an, and a total of 840 valid responses were collected for assessing multinomial logit (MNL) model. Findings show that Chinese consumers prefer SL with environmental benefits, foreign COO/Brand in consuming soymilk, and prefer SL with employee friendliness, domestic COO/Brand for Electric Vehicle (EV). These findings provide insights for marketers and researchers Chinese consumers’ preference for specific SL and brand for two selected product categories.
... An individual's purchasing choice is influenced by various factors, including perceived status and identity (Xi et al., 2022) as well as social density (Cai et al., 2021). Given the well-known fact that environmental concerns are growing more widespread (Jin et al., 2020;Gatti et al., 2021;Plasek and Temesi, 2022;Sigurdsson et al., 2024), more people are becoming interested in and willing to pay more for products that carry a label that indicates a sustainable source, processing or packaging of the product (Aprile and Punzo, 2022;Asche and Bronnmann, 2017;Carlucci et al., 2015;Proi et al., 2023;Xuan, 2021). Additionally, countries all across the globe have mobilized in response to this situation, seeking to achieve global sustainability goals (van Zanten and van Tulder, 2018). ...
... Moreover, Foodcycler (2021) reported that the industry that suffered the most greenwashing practices was the food sector. This is also the result of the up to 500% increase in the popularity of veganism in less than 10 years as well as consumers' growing interest in environmentally friendly products (Aprile and Punzo, 2022;Foodcycler, 2021;Proi et al., 2023). In addition to the misinterpretation of eco-friendly labelling from various food companies, it contributes to a rise in greenwashing practices (Stecker, 2016). ...
... They are also more willing to pay higher prices for green products [12,15,16]. It can be seen that existing studies are more concerned with the analysis of consumer behavior [17][18][19], and rarely link consumer behavior to the production and innovation of micro-firms. However, enterprises are the main body of market supply, and the green demand of consumers will have an impact on the green production of enterprises [13,20]. ...
... In the context of a low-carbon society, consumers are becoming increasingly aware of low-carbon and environmental protection. They are not only more concerned about environmental issues but also show a growing preference for green products [17,19]. Some studies have found that consumer environmental preferences have an impact on the market operation of enterprises from the demand side [13,16]. ...
Using the data of companies from heavily polluting industries listed on China’s A-share stock market from 2011 to 2022, this paper empirically investigates the impact of consumer environmental preference on green technological innovation. The results indicate that consumer environmental preference significantly promotes the green innovation of firms from heavily polluting industries. Moreover, consumer environmental preference imposes a higher influence on strategic green innovation than substantive green innovation. The mechanism tests suggest that consumer environmental preference encourages green technological innovation by strengthening the environmental protection concept and increasing R&D investment. Finally, we find that rising consumer environmental preference has a more prominent effect on the promotion of green innovation for enterprises in regions with higher levels of marketization and lower government environmental regulation, larger enterprises, and private enterprises.
... This point also applies to food labels, as repeated exposure can enhance consumers' attitudes toward a food label (Zajonc, 1968). Research on food labels specifically shows that the market penetration of a label (Aprile & Punzo, 2022) and label familiarity positively impact consumer preferences (Sigurdsson et al., 2022(Sigurdsson et al., , 2023. Therefore, we hypothesize. ...
... When consumers lack knowledge and understanding of the issues conveyed by a food label, the label is of less help to them (Feucht & Zander, 2014). Similarly, preferences for a labeled product increase when consumers have proper knowledge about the meaning and content of the label (Aprile & Punzo, 2022;Carpenter & Larceneux, 2008;Grunert, 2014). Therefore, we propose. ...
This current research contributes to the concept of consumer-based food label equity (CBFLE) by testing the predictive validity of a scale developed by Coderre et al. (2022) in the sustainability and health domains of seafood products. In Study 1 (N = 301; between-within subjects), we found that scores on all subscales, except the (Dis)honesty subscale, were significantly related to willingness to buy fish fillets without a label in comparison with the B Corp sustainability label and a fictitious label. There were no differences between labels. In Study 2 (N = 200; within-subjects), we found similar results for fillets with a health-related label: the American Heart Association Heart-Check. However, scores on the awareness subscale were not significantly associated with willingness to buy fish fillets. Overall, our results suggest that the CBFLE and the scale predict WTB in the context of sustainability and health signaling.
... Two studies found that consumers who are aware of the availability of organic products and understand their characteristics are more likely to purchase them (Briz & Ward, 2009) and to pay a premium (Li et al., 2022). Two studies also showed that consumers who are aware of environmental certifications are more willing to pay for a certified versus non-certified food product (Aprile & Punzo, 2022;Valenciano-Salazar et al., 2021). Another study found that the more consumers understand the benefits of remanufactured products, the more they are willing to buy them (De Silva et al., 2021). ...
... First, it provides a better understanding of health-conscious consumers by revealing a positive effect of health consciousness on awareness of PBMA. These results add to previous literature that had shown health-conscious consumers are aware of functional food ingredients and food safety regulations (Aprile & Punzo, 2022;Valenciano-Salazar et al., 2021). The results suggest that the more consumers care about their health, the more they are likely to be aware of PBMA as they may seek information about the composition and benefits of consuming such products. ...
Plant-based meat substitutes (PBMA) offer a way to lessen the negative effects of human activity and consumption on the environment and to achieve sustainability in the food sector. This study investigates the role of health consciousness in the consumption of PBMA. We conducted a cross-sectional survey-based study with a sample of 317 French consumers. Our findings indicate that health consciousness is positively associated with awareness of PBMA. They also reveal that the effect of health consciousness on willingness to consume the products is serially mediated through awareness and attitudes toward buying the products. As such, consumers may benefit from receiving additional information that identifies the benefits of buying and eating PBMA. Consequently, managers are advised to consider promoting PBMA as compatible with multiple foodstuffs and easy-to-cook products. They also might want to raise awareness among consumers by creating long-term communication campaigns emphasizing the experiential value of consuming PBMA and holding in-store cooking classes led by expert chefs to teach consumers how to cook the products.
... This indicates that as education levels rise, households tend to focus more on nutritional balance (Klink et al., 2022), may shift toward highervalue protein sources such as aquatic products and dairy products, which have higher carbon emission intensities, thus leading to a significant increase in overall carbon emissions. The negative growth in grain consumption may suggest that, compared to loweducated households, highly educated households place greater emphasis on dietary diversity and are more inclined to choose higher quality and a wider variety of foods (Aprile and Punzo, 2022). The stark difference in growth between Guangdong and Zhejiang highlights that, in highly urbanized regions, differences in education levels do not lead to significant inequality in food emissions. ...
This study examines household food carbon emissions in rural China, focusing on the inequality of these emissions and the influence of household characteristics on their variation. Our findings indicate that the average food consumption per rural household is 1031.66 kg. Among all food types, pork contributes the highest share of carbon emissions at 39.75%, followed by beef and mutton at 15.14%, while milk accounts for the lowest share at just 1.38%. Additionally, as household income increases, both food consumption and associated carbon emissions rise accordingly. The food-related carbon emissions tend to be higher in households that are more educated, younger, and larger in size. There are notable regional and income disparities in rural food-related carbon emissions. The regional inequalities appear primarily driven by interactions between different regions, while income inequality is influenced by both intra-group disparities and overlaps among income groups. The results from our threshold regression suggest that carbon emissions are particularly elevated in households where the head has a college-level education or higher, is aged between 32.80 and 33.25 years, and has a household size of three to five members. It is essential to develop and implement flexible policies aimed at reducing the consumption of high-carbon foods. By taking these steps, we can work toward a more sustainable future and promote greater equity in food-related carbon emissions.
... Numerous case studies indicate that sustainability cues, such as organic certification and those related to ecological footprint, can effectively influence preferences, steering them away from less sustainable products to more sustainable alternatives (Aprile & Punzo, 2022;Fantechi, Califano, et al., 2024;Van Loo et al., 2021). ...
... Secondly, as stated above, on the one hand, the consumers' interest in sustainable seafood is growing; on the other hand, it is controversial whether the presence of an eco-label can produce a positive effect in terms of real willingness to buy [15,[17][18][19]. Indeed, some authors have shown how the price increase given by sustainable practices increases the final purchase price, often resulting in a barrier to consumption for consumers, especially if the sustainability criterion is not clear to them [20,21]. Thirdly, very few studies have analysed eco-labels' effect on real consumption. ...
Fish sustainability has become an ever more important issue in recent years, as increases in consumption are leading to overfishing practices, resulting in the depletion of the seas and environmental damage. Therefore, fish companies have been adhering to sustainability programs, although these sustainable practices are not well valued and thus well known by end consumers. Therefore, this study aimed to assess the impact of sustainability label information on the hedonic perception of a consumer group regarding two fish species threatened by overfishing: European anchovy (Engraulis encrasicolus) and Bluefin tuna (Thunnus thynnus). The approach used was a blind–expected–informed evaluation. The results showed a positive perception of the species with the sustainability label by recording higher informed hedonic scores than blind ones. Thus, in conclusion, fish sustainability positively influenced the consumers, increasing their liking scores from the blind to the informed session. This study can expand previous knowledge on environmental sustainability, especially fisheries sustainability, and understand the relationships between sustainability eco-labels and consumer behaviour.
... Individuals are becoming increasingly conscious of sustainability in their decision-making process, whether it is related to the food they eat, the clothes they wear, or the technology they use (Aprile and Punzo, 2022;Ryding et al., 2022). This shift is not only a reflection of individual preferences but is also driven by sustainable marketing strategies implemented by companies. ...
... Innovative contracts, as a derivative of AECS, are becoming to be used by private companies or food producers to achieve the goals of national and EU policies [9] and to respond to increasing consumer demand for environmentally friendly products [1]. ...
... In the last few decades, with the increasing awareness of the environmental and health implications of food choices, alternative marketing models emerged (Aprile & Punzo, 2022). Drawing significant attention internationally (Brunori, 2007;Maye, 2013;Whatmore et al., 2003), alternative food networks (AFN) are defined as the practices that emerged in the 1990s against the standardization, globalization and unethical nature of the industrial food system and the consequent academic body of work (Edwards, 2016). ...
This paper explores the emerging paradigm of alternative food networks (AFN), with a focus on AMAP (Asso-ciation pour le Maintien de l'Agriculture Paysanne) in France as a case study. Delving into the multifaceted concept of spatial proximity within such networks, this paper explores three hypotheses drawn from literature on the spatiality of AFN, analyzing both 'local' distances variability and the characteristics of agricultural and urban contexts where such local-based AFN take place. Methodologically, the study leverages an original, manually compiled database at a national scale encompassing AMAP producers and distribution points. Specific analytical protocols are developed combining traditional geographical approaches with machine learning techniques. Key findings reveal the influence of both population density and agricultural land availability on the distances between producers and selling locations. Moreover, the study discerns that the nature of products and their processing levels significantly shapes 'local' distances. Additionally, the paper offers insights into distinctive features of the morphological landscape associated with AMAP producers. These findings may serve as a catalyst for future inquiries into the spatial dynamics and potential spatial configurations of alternative food networks.
... This heightened awareness is not simply a fleeting trend but rather a profound change in consumer behaviour, one that is deeply rooted in a greater understanding of the sustainable development context (Aprile & Punzo, 2022). As this awareness continues to increase, it is expected to have an increasingly substantial effect on purchasing decisions (García-Salirrosas, Rondon-Eusebio, 2022;Siraj et al., 2022). ...
Reducing the negative impact of economic activity on the environment has become a major challenge for public administration bodies and entrepreneurs. At the same time, the rapid pace of environmental and technological change is having a significant impact on the development of enterprises. As a result, companies are constantly seeking new strategies to achieve their goals and ensure long-term success. Moreover, one of the means of reconciling economic, social, and environmental goals at this level is the implementation of a business model based on the assumptions of both sustainable development and the circular economy, which is one of the most important challenges of our time. This requires transforming the current economic model into another, alternative model, the aim of which is to reconcile economic growth with environmental protection. Transitioning to this new economic model will require a strategic approach from entrepreneurs, one that takes into account environmental goals based on long-term goals, and which at the same time embraces a management approach centred on, but not limited to, environmental management systems and tools. As a consequence, the main objective of the chapter will be to describe the model of sustainable transformation for enterprises.
Keywords: sustainable transformation, sustainable development, circular business model, sustainable enterprise
... Focusing on the market, the greater notoriety of the damage caused to nature by human activity and the need to preserve the environment to prevent irreversible consequences have raised consumers' environmental awareness of their purchasing behaviour [3,4], and consumers are increasingly more interested in acquiring environmentally-friendly products [5][6][7][8][9][10]. Kumar and Ghodeswar [3] highlighted the growing number of consumers that not only take the consequences for the environment of their consumption actions into account but also propose to modify their purchase behaviour to reduce their environmental impact. ...
Growing consumer interest in caring for the environment has motivated the development of multiple studies focused on discovering this variable’s impact on purchasing behaviour. However, a major gap still exists between attitude and pro-environmental behaviour caused by the need for greater environmental awareness, among other things. Therefore, knowing the environmental issues that worry consumers of agrifood products is important. This work digs deeper into this issue by analysing these environmental concerns and examining differences between countries with different levels of environmental sensitivity. CAWI methodology has been used to conduct an online survey in four countries (Spain, Germany, the United Kingdom, and Denmark), with 3200 valid responses analysed using qualitative and quantitative techniques. The obtained results highlight the existence of 11 major environmental dimensions or issues for consumers of agri-food products. In addition, a correspondence analysis identifies two key factors, the first focused on a range of environmental problems of a more general nature and the second with greater interest focused on concern for biodiversity conservation. This study has implications for both the agri-food sector and European agricultural policy.
... Specifically, the findings in Table 3 align with existing literature, as the negative coefficients associated with the variables "price" and "no-buy options" indicate, respectively, that higher prices decrease the likelihood of selecting a specific product (Krovetz 2016), and that a decrease in individual utility occurs when the preference is not to purchase a product within a choice set (Barreiro-Hurle et al. 2010). Furthermore, the positive effect of the "organic label" variable confirms respondents' awareness and the impact of this labelling on consumers, consistent with previous research on organic certification (Aprile and Punzo 2022;Rousseau and Vranken 2013). ...
Consumers are demonstrating increasing awareness towards initiatives promoting sustainable practices in the food sector. This is particularly pronounced among university students, a segment known for its receptivity to sustainability initiatives. Utilizing a choice experiment, this study examines the Italian students’ preferences for fruit juice produced by a hypothetical company. Specifically, the research explicitly assesses the premium price attributable to a circular economy certification—a relatively new standard—in comparison with the widely recognized and appreciated organic certification. Furthermore, the study evaluates the potential additive value of possessing both certifications jointly. Results indicate that consumers are willing to pay a premium for products labelled with circular economy attributes. However, in the presence of an organic certification, the additive value of the circular economy certification is diminished by more than half. Finally, consumers who have received environmental training demonstrate a higher premium for such products, highlighting the role of education in promoting sustainable choices. These findings suggest that a potential market exists for circular economy-certified products, providing an incentive for businesses to adopt circular economy practices. Environmental training plays a relevant role in fostering sustainable transitions, thereby underscoring the significance of education in shaping conscious consumer behaviour.
... Moreover, they found that the willingness to pay more to buy an organic and sustainable food product is correlated with their consumers' annual income. The results the research conducted by Aprile and Punzo (Aprile & Punzo 2022) are in line with the aforementioned results; however, they found that despite the existing positive correlation between environmental attitudes and organic food products consumption, consumers do not pay high attention to the labels of environmentally sustainable foods. ...
The generational cohorts known as Millennials and Generation Z exhibit distinct behaviors and attitudes, differing significantly from older generations in various aspects including environmental perceptions and purchasing behaviors. Notably, organic foods are sometimes associated with luxury, as highlighted in existing literature. This study aims to explore how Greek Millennial and Gen Z consumers perceive the concept of luxury in relation to organic food products and how their perceptions of environmental sustainability influence both their perceptions and purchasing behaviors. A structured questionnaire served as the research tool, utilizing the New Environmental Paradigm scale to assess respondents’ views on environmental sustainability. The data were analyzed using descriptive and inferential statistics, including tests for mean values, correlation coefficients, and regression models. The findings indicate that consumers’ perceptions of environmental sustainability positively impact their willingness to purchase organic foods. Additionally, there are noticeable differences between Millennial and Gen Z consumers in their perceptions of organic foods, and purchasing luxury foods positively correlates with the propensity to buy organic products. The findings of this research can be used by manufacturers and retailers in food sector.
... In fact, in recent decades, general interest towards environmental issues has grown, also leading to increased demand for sustainable foods (Nazzaro et al., 2019;Marotta and Nazzaro, 2012). As a consequence, literature includes many relevant studies underlining consumers acceptance towards foods characterized by sustainability attributes (Aprile and Punzo, 2022;Rizzo et al., 2020;Gracia and Gòmez, 2020;Annunaziata and Scarpato, 2014). ...
Despite the growing attention paid by consumers and policy makers to health and sustainability issues, contribution
analyzing consumers attitude towards both health related and sustainability attributes of foods are
lacking. This study aims to investigate consumers’ preferences and willingness to pay for sustainable functional
foods, in particular snack bars with high anti-oxidant value and made with a sustainable production process.
Results show consumers’ willingness to pay a price premium of 0.30€ for the purchase of such foods. The amount
of price premium increases as income increases. Furthermore, women, health-conscious individuals and those
more likely to try new foods are willing to pay more for the purchase of sustainable functional snack bars. The
preferred attributes are those related to the healthiness, while those related to the sustainability are not
considered relevant. The present study enriches literature on functional foods, also providing insights for policy
makers and practitioners.
... It has also been pointed out that CE is a valuable method to obtain an unbiased welfare measure (Barreiro-Hurle et al., 2018). It has been used in several studies addressing food preferences towards different features, such as environmentally-friendly food (Aprile and Punzo, 2022;Mazzocchi et al., 2022), local food (Ditlevsen et al., 2020), fish products (Menozzi et al., 2020), meat and meat products (Escribano et al., 2021;Van Loo et al., 2014), etc. ...
Consumer awareness on how food is produced, the effects of food consumption on health and the environment is growing, and with it the importance of sustainability and sustainable production. In this context, fruits are one of the healthiest and most demanded food products, but also, they are highly perishable, requiring the use of chemical preservatives to extend their shelf life. The latter is inconsistent with consumer demands for healthy and sustainable food products and paves the path for the development of natural harmless preservatives. Therefore, it was deemed necessary to study consumers’ preferences towards different factors determining a sustainable approach in fruit production and distribution, such as the use of natural preservatives, the local/regional origin, or the organic production. Results reveal a growing interest in society for the use of natural versus artificial preservatives, linked to the increasing awareness of their benefits for health and the environment. However, there are also barriers that prevent these novel products from becoming more extended, such as the existence of a price premium which may turn many consumers away.
... Van Loo et al. [8] have emphasised the importance of consumer knowledge and motivation in the use of sustainability information about food. while Aprile and Punzo [9] emphasized the importance of food producers adopting environmental sustainability labels and stressed that such initiatives should be complemented by efficacious information policies designed to enhance consumer awareness. Consumers' assessment of certifications is influenced by messaging that distinctly indicates outstanding quality and aligns with an awareness of sustainability challenges [10]. ...
Sustainability labels serve as crucial instruments facilitating the presentation of credible product attributes, enabling consumers to assess various aspects of sustainability in their purchasing decisions. This study aims to evaluate consumers’ preferences and willingness to pay for sustainable certifications, specifically Fairtrade and UTZ certification, within the coffee sector in Spain. Employing the choice experiment approach, an online survey involving 547 Spanish consumers was conducted, and a conditional logit model was estimated. The findings indicate that consumers exhibit positive utility towards both sustainability labels examined. Furthermore, the results reveal that consumers are willing to pay a premium of EUR 1.481 per 250 g for the Fairtrade label and EUR 1.379 per 250 g for the UTZ label. The proposed model offers an initial insight into willingness to pay for sustainable coffee in Spain. These results furnish valuable insights for the coffee sector in crafting effective marketing strategies to bolster initiatives promoting sustainable production practices and expanding market access for certified coffee products.
... Higher prices may be the case for organic labels, as confirmed by meta-analyses and/or systematic reviews (24,49,56). The willingness to pay seems to be more associated with higher label penetration into market than to the certification transparency itself (57). However, familiarity with the label seems not to be the case for China, as Zhu et al. (58) found that Chinese consumers' willingness to pay a higher price was only if the Chinese organic label was accompanied with one from abroad (e.g., EU organic). ...
Food labeling is increasingly expanding and adding more information to the food package. There is strong evidence about nutrition labeling effectiveness in driving food choice, especially if displayed in the front of package (FoP). Despite the growing attention to nutrition and sustainable diets, few countries have implemented sustainable labels or eco-labels that could address economic, social and/or environmental concerns. Implementing new techniques of eco-labeling emerges as a consumer-focused solution. However, evidence of the effectiveness of eco-labeling in driving consumers’ choices is heterogeneous and not univocal. Thus, this review aims to summarize the evidence about the effectiveness of FoP eco-labeling in driving food choice and provide a reference framework of the eco-labeling initiatives relative to food package labeling. This narrative review addresses both the potential benefits as well as the main concerns that arise from the use of eco-labels. Although eco-labeling seems to provide a series of sustainability benefits for producers and consumers, the implementation of such policies should take into consideration potential trade-offs and inter-sectorial coordination to obtain bigger impacts, assuming that a policy itself cannot transform the whole food system. Eco-labeling could be encouraged and implemented within a set of policies shaping sustainable food systems.
... Furthermore, such a strategy also depends on the type of consciousnesshealth or green as it may affect the consumers' attitudes and choices differently. It uses eco-labels according to the product type making the labels a productive tool as a green marketing strategy (Aprile and Punzo, 2022). Previous studies highlighted that the product's price premium depends on whether it is certified or labeled. ...
... Studies of consumer food values typically find that the average consumer thinks food safety, nutrition, taste, and price are much more important than are the more altruistic values related to factors such as the environment, fairness, animal welfare, and origin (e.g., Lusk & Briggeman, 2009;Filimonau et al., 2022;Aprile & Punzo, 2022). When consumers are asked about sustainability, most studies find that consumers lack key knowledge on food-related sustainability topics (Austgulen et al., 2018;van Bussel et al., 2022). ...
This chapter presents survey results on sustainable food behaviour and purchase frequencies of online food platform users in Italy, Germany, and Ireland from January 2021. The participants were recruited from alternative food networks in Italy and Germany and online supermarket users in Ireland. We report on age and gender differences and differences between early adopters and newcomers to online food platforms during the pandemic in 2020. Most Italian and German respondents purchased fresh fruits and vegetables monthly online, whereas less than 30% frequently bought other food categories online. In contrast, the Irish online supermarket users showed a more evenly distributed purchase frequency among food categories. Differences in product selection available on the online platforms used for sampling can largely explain the variation in purchasing frequencies. Only minor differences were observed in all three countries when comparing behaviour and frequencies between early adopters and newcomers. Most online food consumers expect to maintain or increase their online food shopping in the future. Expectations among newcomers vary, with a higher percentage of Irish newcomers expecting to decrease their online food purchases post-pandemic than German and Italian newcomers. These findings should be considered when developing sustainable online food platform strategies.
... This result could be determined by a dual divergent reason, as highlighted by other studies regarding Italian southern consumers. In cases of abundant information availability and higher education (Aprile and Punzo, 2022) or when dealing with irregular consumers (Gracia and De Magistris, 2008), individuals tend to choose organic products with a higher price. This aspect certainly deserves further investigation to assess whether, in the choice of the highest price for organic food, the fact of not being regular consumers or, conversely, the knowledge and greater availability of information, hold greater importance. ...
The growing emphasis on sustainability and health concerns has underscored the necessity for low-pesticide and safe foods, leading to increased adoption of organic production process and Integrated Pest Management (IPM). From this concept emerged the “Zero Residue" certification, while the “Nickel-free" claim serves health-related purposes. These attributes are related to consumer beliefs and, along with intrinsic quality cues such as colour, intervene in consumer decision-making process and result from technological and varietal agricultural innovation. They were evaluated alongside price to examine consumer preferences, using tomatoes as a case study. Conjoint Analysis and Ward's clustering method helped segregate Italian consumers into homogenous market segments based on their stated preferences. Organic production was the most significant attribute, followed by price, the “Nickel-free” claim, and colour. Thus, consumer demand increasingly favours environmentally sustainable and health-focused attributes. The “Zero Residue" concept offers an approach to reduce synthetic fertilizers and pesticides, appealing to environmental conscious consumers. Attributes like “Nickel-free" claim have emerged, which is important for consumers seeking innovative health features. Businesses should diversify products and employ clear labelling to inform consumers about eco-friendly practices. They should also offer competitive prices for innovative tomato products, thus implementing price segmentation may be necessary for diverse consumer segments. Policymakers can engage consumers through educational campaigns, enforce product labelling regulations highlighting health and environmental benefits, and support certification programs.
... As regards Italy, there are studies that show that Italians are increasingly informed and aware about environmental sustainability issues that influence their consumption choices [52]. It has been shown that preferences for products with environmental sustainability labels increase when consumers have adequate knowledge of what the labels mean [53]. As regards marine environmental consciousness and concern, recent studies have shown that Italians are very aware and concerned about marine plastic pollution, its impacts, and solutions [54], as well as about the sustainability challenges related to seafood consumption [20,55]. ...
This study aims to explore whether members of Generation Z have sensitivity and awareness about environmental issues related to seafood production and consumption, their beliefs on how to make more sustainable the future provisioning of seafood, their consumption frequency, and, finally, whether different profiles and groups of people could be detected. A survey was implemented with 778 Italian students attending secondary schools. Descriptive statistics, testing, and cluster analyses were applied. Results provide the sustainability profile of five groups, of which three are aligned with SDGs 12 and 14, but the other groups, comprising almost half of the sample, are insensitive, unaware, or irresolute about the sustainability of seafood production and consumption. Overall, people’s environmental consciousness does not appear to be strongly related to the frequency of consumption of sustainable seafood species. Regarding the solutions for improving the sustainability of future seafood production, young respondents underlined the catching and raising of novel, discarded, not exploited, or marginally exploited seafood species. People declared a high knowledge of the nutritional and safety implications of seafood. This study is one of the few that explore issues specifically related to the profiles of Generation Z and young people’s approach toward sustainable seafood production and consumption.
... Label: As consumer conscience veers toward ethical and environmentally responsible choices, labels gain prominence [22]. They not only ensure consumer confidence in product quality and safety but also represent specific ethical standards. ...
The consumption patterns of university students hold the power to significantly influence market trends. This study illuminates the escalating emphasis on animal welfare in these students’ purchasing choices, specifically concerning milk products. Utilizing a discrete choice experiment, we identified a pronounced preference among students for milk products with animal welfare certifications. Students were segmented into three categories based on their motivations: “Quality–Oriented” (20.55%), “Emotionally Intuitive” (30.67%), and “Quality–Emotion Balanced” (48.77%). The “Emotionally Intuitive” group manifested the most robust inclination toward such certifications. Based on these findings, we recommend tailored market strategies targeting these distinct segments. Moreover, our findings emphasize the importance of intensifying animal welfare education, shaping a market aligned with animal welfare principles, and fostering a broader societal environment attuned to animal welfare.
... As for the research on environmental labeling, the existing literature centers on how businesses and society are affected by environmental labeling (Aprile & Punzo, 2022;Capitello et al., 2021;Dihr et al., 2021). Amacher et al. (2004) believe that eco-labeling facilitates the reduction of over-investment by firms and the improvement of the ecological environment. ...
Environmental labeling has emerged as a crucial method for consumers to gain information related to the eco‐friendly attributes of a product. This paper examines environmental labeling strategies in a green supply chain. The manufacturer has the option to use either self‐labeling or external certified labeling, and consumers have different levels of trust in the two types of environmental labels. We find that under both strategies, supply chain decision makers should fully consider the impacts of consumer trust in environmental labeling, green research and development (R&D) cost, and the demand share of the direct channel on the supply chain. Besides, the retailer realizes higher profit under external certified labeling. A higher green R&D cost or smaller market proportion of the direct channel would dampen the motivation of the manufacturer to choose external certified labeling. Lastly, we explore the case of a risk‐averse retailer and find that the external certified environmental labeling is optimal when the risk aversion is high. Moreover, under both strategies, the risk‐averse attitude of the retailer leads to a more significant channel utility.
... In reality, however, customers have a low willingness to use sustainability labeling. Sustainability labels are often misinterpreted and have no impact on food purchasing decisions (Aprile & Punzo, 2022). Research findings indicate that females with high incomes and level of education have a more favorable attitude toward CF labeling. ...
Pesticides can effectively eradicate a diverse array of nuisances for both farmers and individuals when implemented correctly. Conversely, these remedies are accompanied by a variety of expenses, such as those that are internally generated by the acquisition and utilization of pesticides and externally generated by the impact on the health of both individuals and the environment. There are fewer acres of farmland available. For the most part, forests and other natural habitats that are home to animals, crop relatives in the wild, and pests that naturally ward off crop expansion will be cleared. Additionally, an increasing amount of farmland will be allocated to the production of bio-based products, such as biofuel or fiber, rather than to food production. It further delves into the complex interplay between consumer choices, pesticide use in agriculture, and sustainability. It aims to elucidate how consumer awareness, preferences, and behaviors influence sustainable agricultural practices. This chapter delves into the factors that influence consumer choices, including worries about health, the impact on the environment, and ethical issues, using a mixed-methods approach that incorporates interviews, surveys, and case studies. The research highlights a significant shift toward sustainability, with an increasing number of consumers favoring organic and eco-friendly products. Nonetheless, this chapter also uncovers substantial obstacles to sustainable consumption, including price sensitivity and the limited availability of sustainable products. The insights presented provide valuable guidance for policymakers, agricultural stakeholders, and marketers in their efforts to promote sustainable practices and better meet consumer demands.
it is seen that technology and innovation are two main factors, playing an important role in managing the challenges of consumer demand pattern in the context of global market environment. From data privacy to individuality and the speed of change, they reveal a universe of opportunity waiting for business to write a new narrative of the customer experience. When corporations use the applications gathered from the world of tech to analyze, predict, and respond to the customer demand, they place themselves in a vanguard of the customer-oriented world where only the innovative wins
This study aims to investigate the preferences of Spanish consumers regarding the use of natural preservatives in fruit, taking into account the different factors that may influence their purchase decision. Although preservatives are mainly used in packaged fruit, this study also considers other relevant factors in the purchasing process too, such as geographical origin and price. The study focuses on two of the most popular packaged fruits in supermarkets in Spain -plums and table grapes with the aim of determining whether preferences are general for all fruits or whether they vary according to the type of product consumed. To carry out this study, a representative sample of Spanish consumers in terms of age and sex was surveyed. Results reveal that participants' preferences follow the same pattern for both fruits although with minimal differences in utility values. Generally, a growing consumer interest in healthier and more natural food options is found. However, even though theoretically consumers prefer natural preservatives, when put in purchase situation, they choose fruits without preservatives over those with natural ones.
Despite extensive research into the factors influencing organic food consumption intention, a notable gap exists
in understanding how this intention translates into actual consumption behavior. Addressing this gap, this study
employs the Theory of Planned Behavior (TPB) to investigate consumer individual and business-related factors
that shape the intention to purchase organic food and subsequently influence its actual acquisition. We collected
primary data from organic food consumers in major departmental stores in Bangladesh through a questionnaire
survey. We analyzed the data using structural equation modeling (SEM) with AMOS v-24 and PROCESS MACRO
v-4.20 software. The findings reveal significant direct, mediating, and moderating effects within the pathways
delineated by the model. By uncovering these effects, the study offers valuable insights into the interplay of
consumer individual and business-related factors in shaping both intention and actual behavior toward organic
food consumption. Our research contributes to validating and extending the Theory of Planned Behavior (TPB)
framework and provides practical implications for scholars and policymakers managing organic food consumption.
By exploring these factors, we are equipping them with fresh perspectives and insights that can be
directly applied in their work. This study, by elucidating the dynamics between intention and behavior, aids in
developing more effective strategies to promote sustainable consumption practices in the realm of organic food,
thereby empowering and motivating them to make a real difference in this field.
Purpose
In this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.
Design/methodology/approach
In this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.
Findings
The study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.
Originality/value
Few studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.
Purpose
The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly food market is booming, so understanding consumers’ motivations to purchase these foods is crucial. This paper aimed to construct a model explaining consumers’ intentions to purchase eco-friendly food by combining stimuli-organism-response (SOR) and signalling theories and exploring the mechanisms by which macro- and micro-signals impact perceptions of value and consumers’ subsequent willingness to purchase eco-friendly food.
Design/methodology/approach
An online questionnaire was distributed through the Qualtrics platform, and the completed questionnaires were collected in March and April 2023. The study used partial least squares structural equation modelling (PLS-SEM) to analyse the 331 valid responses received.
Findings
The results indicated that trustworthy eco-labels for high-quality and health-promoting products, as conveyed in macro signals, significantly enhanced consumers’ perceptions of functional value. The peer effect and a moderate level of food anthropomorphism conveyed in micro-signals substantially improved their perceptions of social value, whilst the perceived value of products significantly and positively influenced their purchase intentions.
Originality/value
This study explains consumers’ motivations to purchase eco-friendly products. This provides an explanation for the effect of macro- and micro-signals on value perceptions. By integrating the different dimensions of these signals to create a unified research perspective, the paper provides an integrated model, thereby filling a research gap concerning the influence of two-dimensional signals on purchase intention. By supporting eco-friendly food use, the paper contributes to environmental protection and sustainable development.
Sustainability is crucial for transforming the food system, addressing environmental and nutrition issues and depends on consumer perceptions and values. This cross-sectional study investigates the relationship between sustainability attitudes, knowledge, and eating behaviours. Nearly half reported high level of knowledge regarding food sustainability while 24% expressed high attitude towards food sustainability. Women reported higher levels of knowledge and attitude towards food sustainability. Logistic regression analyses, adjusted for age, sex, and education, revealed that using public transport, biking, or walking was significantly associated with higher odds of having a more positive overall attitude towards food sustainability (OR = 1.77). The overall knowledge score was a strong predictor of a positive overall attitude score (OR = 2.11). Examining individual knowledge-related items, almost all were associated with higher levels of knowledge, except those regarding food and environment interaction. These findings underline a complex scenario where consumers' awareness and knowledge highly influence the applicability of sustainable food choices.
Utilizing the Theory of Planned Behavior, a meaningful connection between an organization and its consumers can be established, transcending mere appearances and delving into emotions, relationships, and brand experiences. In line with these principles, this study aims to present an empirical model grounded in factual evidence derived from the perspectives of entrepreneurs and consumers of environmentally sustainable brands in the Brazilian Amazon. The proposed model adopts a mixed-modeling approach, utilizing data analysis techniques such as fuzzy-set qualitative comparative analysis (fsQCA). Two independent data sets were collected: one from 8 companies operating in the Amazon rainforest and another from 535 potential consumers. By analyzing these datasets, consumer motivations for the consumption of sustainable brands, entrepreneurial practices, and the role of traditional communities and the forest environment in shaping brand perceptions were identified. The results reveal that, from the consumer’s perspective, the key factors influencing a positive inclination to purchase sustainable brands include the brand’s engagement with traditional com munities, perceived product quality, brand innovation, and a transparently communicated positioning strategy. These constructs form the core components of the main solution. This article provides valuable information for entrepreneurs operating sustainable brands in tropical forests as well as for policymakers in community-based entrepreneurship. It is also of interest to researchers and individuals involved in brand management as a strategy for empowering small businesses engaged in sustainable practices and community collaboration. The study’s findings and recommendations have the potential to foster more sustainable and socially responsible business practices, thereby enhancing local economies and contributing to environmental preservation.
The increased popularity of sustainability-related internet searches and the willingness of consumers to pay a price premium for sustainable goods or services indicate that sustainability remains a significant priority for both consumers and companies. Here are some of the key points based on my observations and research articles, I have already read. It is a growing interest and consumer awareness. As the number of searches for sustainable goods or services has risen, this suggests that consumers are actively seeking information on eco-friendly products and practices. Consumers have also recognized the positive impact of sustainability on their health and their willingness to pay is not solely determined by the price of the product, but also by the values and benefits associated with sustainability. They also are willing to make trade-offs and sacrifices to support sustainable options because they perceive them as contributing to a better future. Regarding the companies' point of view, many companies have recognized that sustainability is no longer a choice but a necessity for long-term success, integrating sustainability into their business practices helps them meet customer expectations, enhance brand reputation, and reduce risks associated with environmental impact and regulatory compliance. Considered more broadly, the evidence suggests that sustainability remains a major priority for customers and companies alike. Customers are willing to pay more for sustainable goods due to the perceived benefits to their health and the environment. For companies, embracing sustainability has become essential for meeting consumer expectations, gaining a competitive edge, and realizing economic advantages. 1
Consumers are becoming increasingly concerned about the sustainability of their purchases. The coffee industry has been a leader in developing initiatives that promote the adoption of sustainable practices along the value chain. Labels on coffee packages that denote sustainable attributes are intended to inform the consumer and encourage sustainable consumption. The main objective of this study was to analyze consumers' knowledge of, and preference for sustainable labels (Fairtrade, Organic USDA, Rain Forest Alliance, and 4C) on coffee in Honduras, a developing low-income and high-quality coffee exporting country. The study also evaluated the consumer's visual attention to sustainable coffee labels. Data were collected using a questionnaire (including a choice experiment) from a sample of 450 consumers, as well as eye-tracking technology (a subsample of 65 consumers). Although Honduran coffee consumers have low levels of familiarity and knowledge about sustainable labels, they are willing to pay premiums for coffee with these labels (10% to 27% relative to average prices). Consumers pay more attention to the Organic USDA label, which is also the label with the highest willingness to pay value. Overall, the study's results indicate that there is a domestic market for coffee produced sustainably in Honduras.
To protect their population during pandemic outbreak, countries apply several preventive restrictions and even shut down their economies to slow the spread of the coronavirus. Since food supply chains in developed countries are complicated and dependent on their external suppliers, these restrictions cause not only economic but also social tension. The limited access to raw materials, packaging material and labour force result in the increasing prices of food products, which forces the population to refuse from quality food products. In the European Union food supply chains, which are negatively affected by protectionist elements and COVID-19 restrictions, the room for manoeuvre of Latvia’s small open economy is limited. The current paper analyses the impact of COVID-19 crisis on global food industry, providing a deeper insight into the case study of Latvia meat supply chains’ experience in overcoming pandemic risks. The research outcomes lead to the conclusion that although COVID-19 impact during first breakout has not caused unexpected and serious consequences for the meat sector companies, the main internal and external risks are associated with further uncertainty and instability in the EU markets. Based on extensive analysis of meat sector specifics, the authors have summarized the recommendations for meat sector companies to better prepare for further potential pandemic situations.
Doi: 10.28991/esj-2021-01257
Full Text: PDF
This review aims to assess consumer choices of sustainable fish products, considering a number of attributes that have been considered in the academic literature on this topic. In order to examine the effectiveness of sustainable labels, the research question was focused on the relation between sustainable fish labels and consumers’ willingness to pay (WTP). The findings showed how, overall, consumers have positive perceptions regarding sustainable fish products and show a willingness to pay a premium price for the attribute of sustainability. According to the results, the country of origin attribute was found to be the most important attribute in relation to consumer choice. The results indicated a high WTP for local fish products, relative to imported alternatives. Consumers prefer wild-caught fish for its perceived quality, better safety and health aspects, and taste perception than the farm-raised option. As for animal welfare, the results show that consumers are willing to pay a moderate premium price for products that have an improved fish welfare or those that avoid by-catch, such as products with eco-labels like “turtle safe”. With regard to organic labels, the studies identified a positive organic price premium for fish products. However, organic labels do not play a major role in consumer choice, when compared with other attributes.
The "S2_Home" research project - double safety home - the double safety of living (seismic and social / environmental), pursues the development and research strategy of the De Masi Mechanical Industries of Antonino De Masi, on the themes of innovation related to technologies of automated mechanics, applied to the realization of systems and components at the service of health and quality of life of users. S2_Home pursues the integrated sustainability model between "off-shore" and "off-site" processes. "Off-site" because it applies solutions inspired by robotic automation and advanced manufacturing for the components of a building system between machine shops and off-site. a laboratory for the assembly of systems and services; "off-shore" because it initiates processes of "energy transition" for small and medium-sized user communities. The design process transfers the housing energy-environmental performance of the standard module to the whole integrated supply system, up to the realization of a superior energetic functional model entrusted to the "smart grid". The S2_Home housing module is realized through mobile and self-mounting living systems, that meet the demand for emergency settlements, focusing on the quality of living, the efficiency of operation and usage, and the versatility of construction for different climates and sites sensitive, to the innovation of technological systems and supplies, that are able to characterize the module and make it available to aggregation settlement systems. To realize the economic value through optimizing energy and service operations, as well as the economy of scale on the production chain, using techniques and processes of the company's machine shops.
Tragedies arising from poor water resources management and planning are significantly more relevant than climate change and frequent natural droughts, especially in arid and semi-arid areas. Nearly 92% of total water is allocated to the agricultural sector in Iran. In this situation, cultivation patterns play an important role in agricultural water management. Evaluating the effect of each crop would help the stakeholders make a rational decision in choosing appropriate cropping patterns to avoid groundwater depletion as well as maintain their livelihoods. The Qazvin plain in Iran, whose aquifer has had a drawdown of nearly 20m during the last 15 years, was used in this case study. It has been modeled using system dynamics, which includes two subsystems: hydrology, for calculating groundwater level, and economy, for defining farmer’s income in the years from 1997 to 2011. The system dynamics, which included 17 crops, was developed after calibration by simple genetic algorithm and verification under extreme condition tests. To identify the economic and environmental effect of each of the crops, the system dynamics was run 18 times, removing crops one by one. It has been found that wheat plays an important role in causing a negative water balance but does not affect the farmers’ incomes as significantly as grapes. Two indicators, which included sustainable water resources and water exploitation, were employed to assess the scenarios as well. According to the results, no scenarios are fully sustainable for maintaining a steady aquifer, but scenario 1, which removed wheat from the cropping pattern, is the most sustainable and puts the least pressure on the aquifer.
In the last few decades, the interest of consumers towards sustainable agri-food products has been growing. This trend reflects changes in the consumption patterns, which have been deeply influenced by the increased sensitivity concerning social and environmental issues. In this sense, several studies, with different methodological approaches, have investigated consumers’ willingness to pay and its determinants for products with different sustainability labels. To systematise the obtained results, this paper offers a review of the studies that used experimental economics in studying consumer preferences for sustainable food and agricultural products. The 41 studies included in the review were selected on the basis of the pre-identified criterion according to the systematic review approach. Albeit discordant, the results show that a large share of consumers is willing to pay a premium price for products with eco-friendly and organic certifications. Animal welfare, ‘local’ production, or social certification appear to have a lower influence on consumer choice of purchasing. Additional information is able to modify consumer expectations and consequentially their willingness to pay, depending on the individual’s responsibility and awareness.
Organic food products are considered as credence goods. Hence, organic labels are important visual stimuli for consumers to determine how a good was produced. Therefore, this study aims to contribute to the literature by examining the visual attention patterns and preferences of consumers in a choice experiment by measuring their eye movements using eye-tracking technology and comparing the results with the findings from choice-based conjoint analysis (CBCA) and other stated preference methods. For this reason, 73 consumers participated in an experiment in 2017 in Germany. The combination of eye-tracking and CBCA can help to overcome some major limitations of choice experiments. For example, low levels of a attribute's part-worth utility can be caused by the participants low preference regarding that attribute or that he/she just haven't viewed the attribute. Our findings indicate that consumers who gain greater utilities from specific attributes of a good also attend to them visually to a greater extent. The study's results also suggest that a combination of stated preference methods with eye-tracking technology has the potential of solving some major limitations of these methods such as social desirability, memory limitations and lack of visual attention to specific product characteristics.
Purpose
The purpose of this paper is to investigate Spanish consumer preferences for several food-labelling schemes on semi-cured, pasteurised sheep milk cheese. In particular, the authors used three labels regulated by the European Union regulation (European organic logo, protected denomination of origin (PDO) and nutritional fat content), and the remaining four have been introduced to the European food market by private initiatives (local, carbon footprint, food miles and animal welfare).
Design/methodology/approach
A Best-Worst Discrete Choice approach was applied in Spain during Fall 2011 by administrating a survey to 549 consumers.
Findings
The results suggest that the most valued labels are the PDO, followed by the organic logo and the nutritional panel. The least valued are food-miles labelling and carbon foodprint labels, while local-origin labels and animal welfare are in the middle position.
Originality/value
This study is the first to value consumer preferences for cheese products bearing several public and private European food-labelling schemes since literature on consumer preferences for food labels has only dealt with a comparison of a few (two or at most three) food-labelling schemes. In addition, the added value of this paper is also the use of the BWC approach that has the advantage of providing the best way to discriminate the degree of importance given by respondents to each food labels by overcoming the problem of bias caused by differences in the use of rating scales.
Purpose
The purpose of this paper is to assess the usefulness of nutrition labels in Thailand during nutrition transition from traditional to modern diets that increase salt, sugar, and calorie intake and to note socio-demographic interactions and associations with consumption of transitional processed foods.
Design/methodology/approach
The authors studied 42,750 distance learning Open University adults aged 23-96 years in 2013 residing nationwide and participating in an ongoing community-based prospective cohort study. The authors used multivariable logistic regression to relate nutrition label experiences (“read”, “good understand”, “frequent use”), socio-demographic factors, and consumption of four transitional foods. These foods included “unhealthy” instant foods, carbonated soft drinks, and sweet drinks, or “healthy” milk.
Findings
Overall, two-thirds reported good understanding and frequent use of nutrition labels. Unhealthy transition-indicator processed foods were frequently consumed: instant foods (7 per cent), (carbonated) soft drinks (15 per cent), and sweet drinks (41 per cent). Frequent users of nutrition labels (e.g. females, older persons, professionals) were less likely to consume unhealthy indicator foods. Those with the most positive overall nutrition label experience (“read” + “good understanding” + “frequent use”) had the best indicator food profiles: instant foods (odds ratio (OR) 0.63; 95%CI, 0.56-0.70); soft drinks (OR 0.56; 95%CI, 0.52-0.61); sweet drinks (OR 0.79; 95%CI, 0.74-0.85); milk (OR 1.87; 95%CI, 1.74-2.00).
Originality/value
Knowledge protected – those with most nutrition label experience were least likely to consume unhealthy foods. Results support government regulated nutrition labels, expanding to include sweet drinks. The study is remarkable for its large size and nationwide footprint. Study subjects were educated, represent Thais of the future, and show high awareness of transition-indicator foods.
Purpose
The purpose of this paper is to study the usage and influence of food labels by the young consumers of an emerging market where food labeling regulation is comparatively recent phenomenon.
Design/methodology/approach
A purposely developed questionnaire was administered to 300 randomly selected youths of age between 18 and 30 years. The first part of the questionnaire sought information on socio-demographic profile, whereas the second part of the questionnaire had questions related to consumers’ perception of importance, their reading behavior, and their responses on the information content of food labels. Appropriate statistical tools were used to analyze the data.
Findings
Results revealed that young Indian consumers attached considerable importance to the food labels and read it before making a final purchase decision. In addition to price, all the product attributes which had implications for the consumers’ health were considered as extremely important by the young consumers. Information regarding different important product attributes can be broadly clubbed in two categories, namely, “product specification” and “product quality.” The final decision to purchase a product based on the food labels varied significantly based on the consumers’ gender, age, food habit, and residential locality.
Research limitations/implications
Nature of study does not allow drawing a conclusion regarding the causal relationship between food labels and consumers’ purchase decisions.
Originality/value
As labeling regulation is a comparatively recent phenomenon in India, study of the usage and influence of food labels on young consumers’ purchase decision, a hitherto not much-studied subject, will contribute significantly to the literature on food labels.
Despite the fact that consumers increasingly rely on credence attributes in their food choices, research has identified attitude-behavior discrepancies particularly concerning new food technologies. The aim of this study was to examine consumers' buying intentions for products that differ on three credence attributes (production method, health benefit, sustainability benefit) and one experience attribute (texture) across two product categories that differ in perceived healthiness. In a survey of 498 German consumers, buying intentions of a product perceived as rather unhealthy (marmalade, n = 256) and as rather healthy respectively (olive pesto, n = 242) were assessed in a conjoint design. Results showed that the relative importance of factors varied greatly among product categories and depended on individual factors. A cluster analyses identified different clusters depending on product's perceived healthiness. Further, ANOVA showed significant differences between the clusters concerning attitudinal factors such as social trust, pro-environmental identity, and health consciousness.
World Health Organization estimates that obesity accounts for 2-8% of health care costs in different parts of Europe, and highlights a key role for national policymaking in curbing the epidemic. A variety of healthy-eating policy instruments are available, ranging from more paternalistic policies to those less intrusive. Our aim is to measure and explain the level of public support for different types of healthy eating policy in Europe, based on data from a probabilistic sample of 3003 respondents in five European countries. We find that the main drivers of policy support are attitudinal factors, especially attribution of obesity to excessive availability of unhealthy foods, while socio-demographic characteristics and political preferences have little explanatory power. A high level of support for healthy eating policy does not translate into acceptance of higher taxes to fund them, however.
a b s t r a c t This study investigates the relationship between consumer motivation, understanding and use of sustain-ability labels on food products (both environmental and ethical labels), which are increasingly appearing on food products. Data was collected by means of an online survey implemented in the UK, France, Ger-many, Spain, Sweden, and Poland, with a total sample size of 4408 respondents. Respondents expressed medium high to high levels of concern with sustainability issues at the general level, but lower levels of concern in the context of concrete food product choices. Understanding of the concept of sustainability was limited, but understanding of four selected labels (Fair Trade, Rainforest Alliance, Carbon Footprint, and Animal Welfare) was better, as some of them seem to be self-explanatory. The results indicated a low level of use, no matter whether use was measured as self-reported use of different types of information available on food labels or as use inferred from the results of a choice-based conjoint analysis. Hierarchi-cal regression indicated that use is related to both motivation and understanding, and that both motiva-tion, understanding and use are affected by demographic characteristics, human values as measured by the Schwartz value domains, and country differences. The results imply that sustainability labels cur-rently do not play a major role in consumers' food choices, and future use of these labels will depend on the extent to which consumers' general concern about sustainability can be turned into actual behaviour.
Choice experiments, a stated preference valuation method, are proposed as a tool to assign monetary values to environmental externalities during the ex ante stages of environmental impact assessment. This case study looks at the impacts of the Costa Rican Institute of Electricity's Toro 3 hydroelectric project and its impacts on the Recreo Verde tourism center in San Carlos, Costa Rica. Compared to other valuation methods (e.g., travel cost and contingent valuation), choice experiments can create hypothetical but realistic scenarios for consumers and generate restoration alternatives for the affected good. Although they have limitations that must be taken into account in environmental impact assessment, incorporating economic parameters (especially resource constraints and tradeoffs) can substantially enrich the assessment process.
This paper assesses consumers’ willingness to pay (WTP) for organic chicken using a choice experiment. Specifically, we examined consumers’ WTP for a general organic label and a USDA certified organic label on chicken breast. Our results indicate that consumers are willing to pay a premium of 1.193/lb (103.5%) for the USDA organic label. WTP also differs between demographic groups as well as between different types of consumers based on the purchase frequency of organic meat products. The WTP premium for a general/USDA organic label was lowest for the non-buyers (−29.6% and 26.2%), followed by the occasional buyers (35.7% and 97.3%). The habitual buyers were willing to spend a premium of 146.6% for general and 244.3% for USDA certified organic labeled chicken breast. For all buyer types, USDA organic certification was valued more than the general organic label implying that consumers trust the USDA organic products more than a general organic label.
Recent research indicates that social trust of those who manage a hazard is strongly correlated to judgments about the hazard's risk and benefits. The present study investigates the more specific question of “For which hazards is this?” It was postulated that when an individual lacks knowledge about a hazard, social trust of authorities managing the hazard determines perceived risks and benefits. On the other hand, when an individual has personal knowledge about a hazard and therefore does not need to rely on managing authorities, social trust is unrelated to judged risks and benefits. Participants (N = 91) assessed risks, benefits, and trust in managing authorities and personal knowledge associated with 25 hazardous technologies and activities. As expected, strong correlations between social trust and judged risks and benefits were observed for hazards about which people did not possess much knowledge. No significant correlations between social trust and judged risks and benefits were found for hazards about which people were knowledgeable. Results suggest that the lay public relies on social trust when making judgments of risks and benefits when personal knowledge about a hazard is lacking. Replicating findings of other studies, the present study also found negative correlations between perceived risks and perceived benefits. When social trust was controlled for, correlations between perceived risks and benefits diminished. Implications of the results for risk management are discussed.
Genetically modified (GM) foods remain a contentious issue worldwide, yet consumer preferences in this field have received too little attention in the academic research. The present paper helps fill this gap by investigating the hypothetical consumer behaviour towards and willingness to pay (WTP) for a specific type of GM food (of the first, second or third generation) using a choice experiment with 1,444 respondents from three European cities. A random parameter logit-error component (RPL-EC) model allows for heterogeneity in consumer preferences and potential correlation across utilities and across taste parameters. The results show that consumers seem to attach utility to GM foods insofar as they perceive that generational traits improve their nutritional qualities or bring health benefits. Moreover, the role played by education in improving people’s understanding of the issues associated with GM foods provides insights to assist marketers in developing differentiated strategies. Marketers would be able to help consumers dampen the effect of fear and allow them to develop more informed opinions, which, however, do not necessarily translate into purchasing behaviour.
An increasing awareness of the impact of high levels of meat consumption on health and environmental sustainability is leading to a growing number of consumers reducing or avoiding meat. To address gaps in the literature, we compare and contrast the importance of the seven sustainability-related labels for three consumer groups (meat eaters, meat reducers and vegetarians) using a choice experiment involving 600 UK respondents (200 meat eaters, 200 meat reducers, 200 vegetarians). Type of meat, price and fat content labels have the largest overall impact on consumer choices. The impact of carbon footprint, method of production, origin and brand labels varies across consumer groups.
We subsequently use latent class analysis to identify heterogeneous intra-group consumer segments, based on their preferences, and highlight the socio-demographic differences between them. For meat eaters, three consumer segments are identified (empowered, traditional and price conscious meat eaters). Meat reducers are divided into health curtailers and sustainable consumers, while only one segment of vegetarians is identified. By drawing on signalling theory and the consumer empowerment and anti-consumption literature, we identify links between sustainable consumption, consumer empowerment and anti-consumption and provide valuable insights for policymakers and practitioners seeking to utilise food labels to encourage more sustainable consumption.
“Local” is becoming increasingly important in consumers’ food purchase decisions. Perceived benefits of local foods are rather similar to those of organic products, including aspects of taste, food safety, animal welfare and reduced environmental impacts. Yet, only limited knowledge is available regarding different consumers’ conceptualization of local food. Our study addresses this research gap by investigating organic versus non-organic consumers’ perceptions of local foods and these perceptions’ association with purchasing behaviour. A mixed-methods approach was employed, combining eight focus group interviews (52 participants in total) with a representative survey of 1515 Danish consumers. Focus group interviews revealed that Danish consumers mainly understand local food in terms of geographical parameters, such as “nationally produced”, or “produced nearby”. Besides this geographical component, focus group participants' perceptions of localness were relatively vague, although certain connotations could be identified, such as the association with small and enthusiasm-driven producers, regional specialties and the story-telling around local products. Five clusters of consumers were identified from the questionnaire data. Three clusters had specific profiles in relation to purchasing organic or local food products: a “Local” (31% of the sample), an “Organic” (19% of the sample), and an “Organic-Local” (7% of the sample) cluster. These consumers are relatively prone to consider local foods as produced nearby and to consider relational aspects in their conceptualization of local products, but they also differ in their orientation towards local and organic purchases, respectively. These findings suggest a stronger role for geographic differentiation to increase value-added in organic food products.
The increasing demand for sustainable food products has driven manufacturers to adopt many sustainability claims, certifications, messages and other information tools to differentiate their goods. The results of an online survey, conducted in southern Italy on a sample of 305 individuals aged between 18 and 26 years, reveal that the level of visibility of sustainability labels is low. In particular, Rainforest Alliance certification and Libera Terra have never been noted by large shares of respondents (respectively 75% and 68%). Moreover, the degree of understanding of these labels is generally low, except for the organic one. The correct definition is stated only by 15% of interviewees for Fair Trade; 25% for Libera Terra and 16% for Rainforest Alliance. Furthermore, there is a significant relationship (χ<0.05) between visibility and understanding for all the labels; suggesting that label visibility strongly impacts the probability of having a higher understanding. Findings suggest that food firms should be cautious investing in sustainability labels unless they are combined with effective information policies to increase familiarity among specific market segments.
This study utilizes a Becker-DeGroot-Marschak (BDM) mechanism to assess Michigan consumer demand for animal welfare practices. Results are examined in the context of changing farm production costs and producer marketing margins. We find that while consumers are willing to pay significant premiums for animal welfare standards, failing to account for the costs associated with producing the entire animal under the new system could lead to suboptimal policy that negatively affects producer welfare. Our results suggest that consumer premiums for animal welfare are product specific and that WTP estimates should not be generalized to the entire animal. We discuss policy implications of our findings and highlight the importance of considering producer costs when evaluating consumer demand for farm animal welfare practices.
Vague food labels and distorted product claims have persisted in the “natural” food industry, while organic claims can be certified by the U.S. Department of Agriculture (USDA). Using experimental methods and a sample of randomly selected subjects, we test food label and information treatment effects on subjects' willingness-to-pay (WTP) for organic, “natural,” and conventional foods. Random nth-price auctions are used to elicit WTP after subjects received one of five randomly assigned information treatments. We find large information effects, including asymmetric cross-market effects for natural and organic foods. Perhaps surprising is that organic premiums increase in response to subjects seeing the “natural” foods industry's perspective on its products. Demographics effects are also important. The results have practical implications for natural and organic food marketing and valuing products where there are vague claims about their attributes.
Choice experiments (CE), involving multi-attribute choices, are increasingly used in economics to value non-marketed goods. Such choices require individuals to process large amounts of information, shown to trigger partial information strategies in participants. We develop a new framework in which information processing is treated as a latent (unobservable) process. Testing our approach by combining CE and visual attention (VA) data gathered from eye-tracking, we show that treating information processing as a latent process (LIP) outperforms models assuming full information processing (FIP) or binary information processing (BIP). Our modelling of VA results in a number of key findings. We show that the relationship between VA and individuals’ preferences depends on the type of product attribute. More specifically, preferences for “easier to process” attributes appear to be less influenced by changes in underlying level of VA than “harder to process” attributes. In turn this impacts on willingness-to-pay estimates, with the LIP model resulting in smaller values than those obtained with the FIP model. Our results have implications for CE designers. More time should be spent getting subjects to understand more complicated attributes of the CE. Our results are likely to extend beyond experimental choices (stated preferences) to actual choices (revealed preferences).
A huge number of sustainable labels addressing the different pillars of sustainability emerged over the last years. Some labels promote factors, which already imply other sustainability issues (e.g. organic incl. animal friendliness to a certain extent). Hence, the question arises how consumers react towards the redundancies of different sustainability labels. To add to the literature this study applies a latent class model for discrete choices first to test whether consumers take different sustainable labels into account when making their decision and second to test how consumers deal with different sustainable labels that are (partly) claiming the same aspect.
Labelling is an important cue for consumers as it helps to quickly communicate information about a product or production process. However, the majority of labels on the market are binary, such as labels that indicate whether a product was produced using animal welfare friendly standards or not or whether it was produced organically or not. Yet, there are many intermediate qualities that binary labels do not display. In turn, this could lead to a market failure. A multi-level label can show different process standards of products explicitly. Nonetheless, before launching a multi-level labelling system, it should be tested if a multi-level labelling system can shift market shares in favour of the labelled products. Using a consumer study with 1538 German consumers and the example of animal welfare the shares of product choices are calculated. Two comparisons of the shares of product choices will be made, one between no label and a binary label and the other between no label and a multi-level label. The results suggest that a multi-level labelling system achieves higher market shares, therefore boosts sustainability attributes and can result in higher revenues or sales. The results deliver important information for policymakers and industry.
The livestock sector has a high impact in terms of carbon footprint. Lowering GHG emission from the livestock sector deals with implementing climate neutral production techniques in a cost effectiveness way and with developing market communication to make carbon free diary products competitive with alternative products. This study aimed at analyzing how information and communications could impact or affect the consumer’s attitude toward climate neutral fresh milk. The research focused on a case study carried out in Tuscany among a sample of supermarket customers, to assess consumer attitude toward fresh climate neutral milk using choice experiments methods. The participants were asked to attend a focus group meeting made of four different sessions. During the first session participants were asked to fill a background questionnaire and to watch a short documentary video about the climate change risks. A second session consisted in a choice experiment in which participants were presented with 12 choices, each describing a scenario in which the milk key attributes were planned at different levels (price, organic labeling and carbon footprint labeling). During the third session the focus group discussions was developed following a semi-structured debate about environmental labeling, climate neutral labeling and the environmental impact of individual’s purchasing behavior. In the fourth session participants were asked to express their preferences on the choice-sets with the same scenarios presented in the second session, in order to assess variation in individual willingness to pay (WTP) toward climate neutral and organic milk. Results show that communication could play a role in changing consumer attitude toward carbon free products.
This paper examines consumers’ knowledge and lifestyle profiles and preferences regarding two environmentally labelled food staples, potatoes and ground beef. Data from online choice experiments conducted in Canada and Germany are analyzed through latent class choice modelling to identify the influence of consumer knowledge (subjective and objective knowledge as well as usage experience) on environmentally sustainable choices. We find that irrespective of product or country under investigation, high subjective and objective knowledge levels drive environmentally sustainable food choices. Subjective knowledge was found to be more important in this context. Usage experience had relatively little impact on environmentally sustainable choices. Our results suggest that about 20 % of consumers in both countries are ready to adopt footprint labels in their food choices. Another 10 – 20% could be targeted by enhancing subjective knowledge, for example through targeted marketing campaigns.
Organically and locally grown products have positive environmental impacts due to the reduction in the greenhouse emissions required for their production. This paper contributes to this research stream by investigating consumers’ preferences and their willingness to pay for almonds that have different sustainable labels: distance claims (100 km, 800 km, and 2000 km) and the organic logo established by the European Union. To achieve the objective, consumers participated in a non-hypothetical choice experiment; latent class modeling was employed to identify distinct patterns of valuation. The results suggest that consumers were willing to pay a positive price premium for locally grown (traveled the shortest distance) and organically produced almonds, whereas they were not willing to pay a price premium for almonds that have traveled longer distances. Moreover, the findings show that consumer preferences for these claims were heterogeneous, with three consumer segments identified as: “conventional consumers”, “short distance consumers”, and “sustainable consumers”. Overall results confirm the results of previous studies because Spanish consumers were willing to pay a premium price for those almonds that are organically and locally produced, and, therefore, generate fewer greenhouse gases emissions. The findings of this study added scientific value to scholars of sustainable consumer behavior because of the use of Real Choice Experiment. Since no-hypothetical evaluation method simulates real markets with real products and a transaction of money, real choice experiment provides better approximations of true willingness to pay for organic and local almonds. Therefore real choice modelling eliminates hypothetical and social bias.
Socio-ecological product qualities and aspects concerning healthy and functional food products form credence qualities that often lead to scepticism and mistrust on the part of consumers. This paper looks at how German food-processing companies transform these credence qualities into 'quasi-search' qualities by using signalling instruments such as labels, self-declarations, product brands, corporate brands, personality and internet presence. Based on an explorative, qualitative study of selected corporate documents, these signalling instruments will be discussed and it will be shown by the identification of certain 'signalling types' that the transformation of credence qualities into 'quasi-search' qualities is a complex phenomenon that is influenced by multiple factors.
This study analyses young people’s awareness of and attitudes towards environmental sustainability labels on food products as a basis for suggesting recommendations to promote a more widespread use of such labels in the future. To achieve this aim, a survey was conducted on a sample of 400 university students in Naples (South of Italy). The data were processed in two different stages. First, we performed descriptive analysis to determine: (i) socio-demographic aspects; (ii) students’ propensity to read labels before consuming food products; (iii) the degree of knowledge regarding sustainability labels. A multivariate analysis approach was then implemented. We adopted a segmentation approach, performing factorial and cluster analysis to identify different segments of students based on their attitude to using sustainability labels. © 2015, SRAC - Societatea Romana Pentru Asigurarea Calitatii. All Rights Reserved.
In recent years, consumers’ interest in local food has significantly increased. Several studies in the agricultural economics and marketing literature have analyzed mainly consumers’ preferences for local food products. In this study, we perform a consumer segmentation with regard to consumer behavior toward local food. We collected data from a survey conducted during summer 2010 in Naples, South Italy. Consumer segments were identified taking account of five aspects: (1) food consumption styles; (2) perception of local food; (3) purchasing motives; (4) perceived quality of local food; and (5) sociodemographic characteristics. They could be profiled as ethnocentric consumers, environmentalists, strict localists, and quality labeling oriented.
The impact of participant characteristics and product sensory attributes on willingness to pay ( WTP ) for a nutraceutical‐rich juice blend (75% C oncord grapes + 12% pomegranate + 13% black cherry) was measured using sensory evaluations and a nonhypothetical B ecker– D e G root– M arschak mechanism. Participants ( n = 228) were placed into four treatment groups: I nfo (received a potential health statement), T aste (evaluated the sensory attributes of the juice blend), I nfo T aste (evaluated the sensory attributes of the juice blend and received the potential health statement) and Control (neither tasted nor received the potential health statement about the juice blend). Participants evaluated overall liking and just‐about‐right ( JAR ) attributes and completed incentivized risk and time preference survey tasks. The participants' average WTP for the nutraceutical‐rich juice blend was 0.25 for every unit increase in sweetness, 0.29 per every unit decrease in bitterness toward JAR . Consumer questionnaires with additional measures of consumer attitudes (e.g. future orientation) could better identify target markets. Moreover, penalty analysis which calculates the cost of attributes not being JAR in monetary units could benefit product optimization.
Practical Applications
Potential exists to use innovative methods from other fields to increase the breadth of sensory‐oriented research. Using nonhypothetical willingness‐to‐pay mechanisms in parallel with sensory evaluation allows the identification of consumer characteristics, attitudinal factors (including risk and time preferences) and product sensory attributes that affect consumers' willingness to pay for products. Due to consumer trade‐offs between health and taste, understanding consumer characteristics and attitudes that drive purchase behavior is essential for health‐oriented product categories. Furthermore, understanding the cost (in terms of consumers' willingness to pay) of specific sensory attributes not being “optimal” may provide more concrete direction to product formulators because willingness to pay is less abstract than more common measures such as overall liking.
We investigate to what extent consumers base food purchases on the information implied by the presence of a label. Firstly, we study whether consumers are able to identify the environmental and social labels associated with a particular good or service. Secondly, we analyze if consumers find the product information implied by the presence of a label trustworthy. Thirdly, we examine the desirability, including taste, of sustainably produced goods compared to conventional goods. Fourthly we calculate consumers’ marginal willingness to pay for environment-friendly and socially desirable goods, and finally, we identify groups of consumers with different preference patterns. Specifically, we performed a survey including a stated choice experiment of consumer decisions concerning the purchase of chocolate in Flanders (Belgium), focusing on fair trade and organic labels. Overall, we find that fair trade labels for chocolate are more likely to influence consumer choice than organic labels in Flanders. For most of the consumers the organic label seems to become superfluous when selecting a self-indulgent treat such as chocolate.
This chapter briefly defines cultural heritage, before considering the relative merits of stated preference methods in relation to revealed preference in deriving economic values for cultural goods. Section 7.2 outlines the distinction between contingent valuation (CV) and discrete choice experiment (CE) methods, before outlining some applications of CV methods in estimating consumer surplus and maximum revenue for cultural goods. Section 7.3 outlines choice experiments, experimental design, and the random utility theory underlying CEs. Section 7.4 presents the standard conditional logit and multinomial logit models, and discusses their use in valuing cultural heritage. The restrictive assumptions of these two models are described as a prelude to presentations of other choice experiment models that relax some or all of these assumptions. These models are: the nested logit, covariance-heterogeneity, heteroscedastic extreme value, mixed logit random parameter, error component, multinomial probit, and latent class or finite mixture models. Applications of each of these models to cultural heritage are provided. Section 7.5 considers how price and economic values are derived from utility estimates. It discusses values directly derived in willingness to pay space, and the importance of calculating market share and of identifying those who are willing to pay for an improvement to the status quo level of a cultural good. Section 7.6 explores how CE models can be extended or enhanced by the consideration of: interaction effects between the attributes of a cultural good; controlling for choice complexity; addressing non-attendance of attributes in respondent's choices; considering the scale problem; asymmetry between willingness to pay and willingness to accept compensation for the equivalent loss of a cultural good; the issue of utility maximization or regret minimization; the importance of considering respondents' attitudes in choice models; and models combining revealed and stated preference to include what people actually demand, as well as what they say they would demand, in evaluating preferences and values for cultural goods. The conclusion in Section 7.7 briefly summarizes the chapter and provides some thoughts for future research.
This study explores influences of human values and trust on stated preferences for food labeled with environmental footprints. We apply survey data to assess the impact of these individual-specific characteristics on German consumers’ choices of potatoes, through an attribute-based choice experiment in which product alternatives are described by footprint labels and prices. We find that accounting for consumers’ value systems, but not generalized trust beliefs, aids in understanding choices and identifying possible markets for footprint-labeled food products.
The current study investigates how consumers perceive organic food attributes, which in turn influence their utilitarian and hedonic attitudes and intentions to purchase organic food. Specifically, consumers’ perceptions of nutritional content, ecological welfare, and price attributes of organic food have strong effects on utilitarian attitudes as well as hedonic attitudes toward buying organic food, while perceptions of the sensory appeal attribute have a strong effect on hedonic attitudes. Interestingly, consumers’ perceptions of the natural content attribute of organic food are not a significant determinant of the two dimensions of attitude. Lastly, utilitarian and hedonic attitudes play an important and influential role in determining behavioral intentions to purchase organic food. This study raises questions about the lack of a theoretical framework in previous organic food studies. Therefore, a modified S–O–R model is applied to provide theoretical support for organic food research. In addition, this study employs a bi-dimensional approach to attitudes (i.e., utilitarian and hedonic attitudes), contributing to a better understanding of consumers’ expectations and perceptions in their behaviors regarding organic food.
Nonhypothetical experimental auctions are used to elicit willingness to pay for humane animal care-certified dairy products: cheese and ice cream. We use second-price, random Nth-price, and incremental second-price auctions in multiproduct, multiquantity, and multiround contexts. The results contrast participants’ bids across different auction mechanisms and different products. Differences in bidding patterns are detected across auction mechanisms as well as products. Our results suggest that subjects on average are only willing to pay a premium price for one unit of humane animal case-certified ice cream but not for multiple quantities.
Des enchères expérimentales non hypothétiques sont utilisées pour révéler le consentement à payer des consommateurs pour des produits laitiers provenant d'animaux certifiés comme ayant été traités de façon humaine, notamment le fromage et la crème glacée. Nous avons utilisé l'enchère au second prix, l'enchère au nième prix et l'enchère au second prix progressif dans des contextes de produits, de quantités et de tours multiples. Nos résultats comparaient les enchères des participants selon divers mécanismes d'enchères et pour divers produits. Différentes tactiques d'enchères ont été décelées peu importe l'enchère utilisée et les produits mis à l'enchère. Les résultats de notre étude ont indiqué que, en moyenne, les consommateurs étaient prêts à payer un prix plus élevé uniquement pour obtenir une unité de crème glacée provenant d'une ferme où les animaux ont été traités de façon humaine, et non pour plusieurs unités.
This paper assesses consumers' preferences and willingness to pay for European Union geographical indication quality labels [Protected Designation of Origin (PDO) and Protected Geographical Indications (PGI)], organic farming label and other product quality cues. Using a choice experiment, random parameter logit model and olive oil as product of interest, results suggest that respondents are willing to pay the highest premium price for a product with a PDO label, followed by organic farming label, a quality cue describing the product as extra‐virgin olive oil and then a PGI label.
We present a new Bayesian econometric specification for a hypothetical Discrete Choice Experiment (DCE) incorporating respondent ranking information about attribute importance. Our results indicate that a DCE debriefing question that asks respondents to rank the importance of attributes helps to explain the resulting choices. We also examine how mode of survey delivery (online and mail) impacts model performance, finding that results are not substantively affected by the mode of survey delivery. We conclude that the ranking data are a complementary source of information about respondent utility functions within hypothetical DCEs.
The ecological footprint of food transport can be communicated using carbon dioxide emissions (CO2 label) or by providing information about both the length of time and the mileage travelled (food miles label). We use stated choice data to estimate conventional unobserved taste heterogeneity models and extend them to a specification that also addresses attribute nonattendance. The implied posterior distributions of the marginal willingness to pay values are compared graphically and are used in validation regressions. We find strong bimodality of taste distribution as the emerging feature, with different groups of subjects having low and high valuations for these labels. The best fitting model shows that CO2 and food miles valuations are much correlated. CO2 valuations can be high even for those respondents expressing low valuations for food miles. However, the reverse is not true. Taken together, the results suggest that consumers tend to value the CO2 label at least as much and sometimes more than the food miles label.
Product labelling with organic certification logos is a tool for signalling consumers that a product is a certified organic product. In many European countries, several different organic labelling schemes exist in the market. The aim of this paper is to elicit whether consumers prefer certain organic labelling schemes over others, to give recommendations for market actors in the organic sector. By means of choice experiments and structured interviews with 2441 consumers of organic food in six European countries, consumer preferences and willingness-to-pay (WTP) for different organic logos were analysed. The results of the random parameter logit models showed that the WTP differed considerably between the tested logos. Consumer perceptions of organic labelling schemes turned out to be of subjective nature and in many cases not based on objective knowledge. We conclude that it is advisable to label organic products with well-known organic certification logos that consumers trust. Organisations owning an organic labelling scheme should put effort into measures for increasing consumer awareness of the logo and forming consumer perceptions and attitudes regarding the underlying scheme in terms of standards and control regime.
Consumers' interest in locally produced foods is increasing. Hence, there is a need to decipher and quantify consumers' desire for local foods and understand the underlying causes of this demand. More specifically, we examine in this paper the issue of distance of transportation and its' impact on consumer preferences. We investigate how consumers' willingness to pay (WTP) for food varies with the distance the food traveled. Results from non-hypothetical second-price auctions indicate that average WTP is falling in distance traveled, indicating a preference for local production. Results also indicate that the marginal value of a mile traveled depends on the type of food studied (apples vs. wine). Socio-demographic characteristics, perceptions of freshness, taste and food safety, as well as support of local economy impact WTP for local foods.
Numerous rules-of-thumb have been suggested for determining the minimum number of subjects required to conduct multiple regression analyses. These rules-of-thumb are evaluated by comparing their results against those based on power analyses for tests of hypotheses of multiple and partial correlations. The results did not support the use of rules-of-thumb that simply specify some constant (e.g., 100 subjects) as the minimum number of subjects or a minimum ratio of number of subjects (N) to number of predictors (m). Some support was obtained for a rule-of-thumb that N ≥ 50 + 8 m for the multiple correlation and N ≥104 + m for the partial correlation. However, the rule-of-thumb for the multiple correlation yields values too large for N when m ≥ 7, and both rules-of-thumb assume all studies have a medium-size relationship between criterion and predictors. Accordingly, a slightly more complex rule-of thumb is introduced that estimates minimum sample size as function of effect size as well as the number of predictors. It is argued that researchers should use methods to determine sample size that incorporate effect size.
We briefly review and discuss traditional conjoint analysis (CA) and discrete choice experiments (DCEs), widely used stated preference elicitation methods in several disciplines. We pay particular attention to the origins and basis of CA, and show that it is generally inconsistent with economic demand theory, and is subject to several logical inconsistencies that make it unsuitable for use in applied economics, particularly welfare and policy assessment. We contrast this with DCEs that have a long-standing, well-tested theoretical basis in random utility theory, and we show why and how DCEs are more general and consistent with economic demand theory. Perhaps the major message, though, is that many studies that claim to be doing conjoint analysis are really doing DCE.
Benefit transfer is increasingly being used by decision makers as a way of estimating environmental values suitable for use
in benefit cost analysis. However, recent studies examining the validity of benefit transfer of passive use values estimated
using contingent valuation have rejected the hypothesis of convergent validity. In this article, we demonstrate the usage
of a form of conjoint analysis known as choice modeling for benefit transfer. Choice modeling has been touted as being particularly
suitable for benefit transfer because it is possible to allow for differences in environmental quality and socioeconomic characteristics
when transferring benefit estimates. We demonstrate that choice modeling is suitable for benefit transfer, particularly when
the transfers involve implicit prices. Second, we examine the circumstances in which benefit transfer of choice modeling derived
value estimates is likely to be most valid. Two split sample tests were undertaken to achieve this objective. The evidence
from these tests indicates that transfers across different case study sites are likely to be subject to less error than those
across different populations.