Socio-environmental multi-labelling and consumer willingness to pay
2014
Dufeu, Ivan | Ferrandi, Jean-Marc | Gabriel, Patrick | Le Gall-Ely, Marine
The aim of this article is to assess the effects of gradually increasing the number of labelsavailable for a certain food product on a consumer’s valorization of this product. Threeempirical studies were designed to measure the effects of using labels to differentiate foodproducts (organic farming, Fairtrade, and “Label Rouge”) on the willingness of 519 Frenchconsumers of honey to pay a premium. Empirical studies shed light on a complementarityeffect, often dominating the effects of redundancy and information overload. This effectdiffers according the features and the number of the associated labels, and is influenced by thetrust in labels. This result should encourage producers to associate their products with labelson packaging when they are consistent in terms of reputation but complementary in terms ofattributes
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