Projects per year
Abstract
Aim
In a series of pre-registered online studies, we aimed to elucidate the magnitude of the effect of general sustainability labels on U.K. consumers’ food choices.
Methods
Four labels were displayed: ‘Sustainably sourced’, ‘Locally sourced’, ‘Environmentally friendly’, and ‘Low greenhouse gas emissions’. To ensure reliable results, contingency valuation elicitation was used alongside a novel analytical approach to provide a triangulation of evidence: Multilevel-modelling compared each label vs. no-label; Poisson-modelling compared label vs. label. Socioeconomic status, environmental awareness, health motivations, and nationalism/patriotism were included in our predictive models.
Results
Exp.1 Multilevel-modelling (N = 140) showed labelled products were chosen 344% more than non-labelled and consumers were willing-to-pay ∼£0.11 more, although no difference between label types was found. Poisson-modelling (N = 735) showed consumers chose Sustainably sourced and Locally sourced labels ∼20% more often but were willing-to-pay ∼£0.03 more only for Locally sourced products. Exp.2 was a direct replication. Multilevel-modelling (N = 149) showed virtually identical results (labels chosen 344% more, willingness-to-pay ∼£0.10 more), as did Poisson-modelling (N = 931) with Sustainably sourced and Locally sourced chosen ∼20% more and willingness-to-pay ∼£0.04 more for Locally sourced products. Environmental concern (specifically the ‘propensity to act’) was the only consistent predictor of preference for labelled vs. non-labelled products.
Conclusions
Findings suggest front-of-pack ‘green labels’ may yield substantive increases in consumer choice alongside relatively modest increases in willingness-to-pay for environmentally-sustainable foods. Specifically, references to ‘sustainable’ or ‘local’ sourcing may have the largest impact.
In a series of pre-registered online studies, we aimed to elucidate the magnitude of the effect of general sustainability labels on U.K. consumers’ food choices.
Methods
Four labels were displayed: ‘Sustainably sourced’, ‘Locally sourced’, ‘Environmentally friendly’, and ‘Low greenhouse gas emissions’. To ensure reliable results, contingency valuation elicitation was used alongside a novel analytical approach to provide a triangulation of evidence: Multilevel-modelling compared each label vs. no-label; Poisson-modelling compared label vs. label. Socioeconomic status, environmental awareness, health motivations, and nationalism/patriotism were included in our predictive models.
Results
Exp.1 Multilevel-modelling (N = 140) showed labelled products were chosen 344% more than non-labelled and consumers were willing-to-pay ∼£0.11 more, although no difference between label types was found. Poisson-modelling (N = 735) showed consumers chose Sustainably sourced and Locally sourced labels ∼20% more often but were willing-to-pay ∼£0.03 more only for Locally sourced products. Exp.2 was a direct replication. Multilevel-modelling (N = 149) showed virtually identical results (labels chosen 344% more, willingness-to-pay ∼£0.10 more), as did Poisson-modelling (N = 931) with Sustainably sourced and Locally sourced chosen ∼20% more and willingness-to-pay ∼£0.04 more for Locally sourced products. Environmental concern (specifically the ‘propensity to act’) was the only consistent predictor of preference for labelled vs. non-labelled products.
Conclusions
Findings suggest front-of-pack ‘green labels’ may yield substantive increases in consumer choice alongside relatively modest increases in willingness-to-pay for environmentally-sustainable foods. Specifically, references to ‘sustainable’ or ‘local’ sourcing may have the largest impact.
| Original language | English |
|---|---|
| Article number | 133466 |
| Number of pages | 48 |
| Journal | Journal of Cleaner Production |
| Early online date | 18 Aug 2022 |
| DOIs | |
| Publication status | E-pub ahead of print - 18 Aug 2022 |
Bibliographical note
© 2022 The Authors.Keywords
- : Sustainability; Consumer choice; Willingness-to-pay; Food labelling; Front-of-pack labels
Projects
- 1 Finished
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I KnowFood
Doherty, B. (Principal investigator), Ensor, J. (Co-investigator), Heron, T. (Co-investigator), Howley, P. (Co-investigator), Petrie, H. (Co-investigator), Pickett, K. (Co-investigator) & West, C. D. (Co-investigator)
BBSRC (BIOTECHNOLOGY AND BIOLOGICAL SCIENCES RESEARCH COUNCIL)
16/10/16 → 31/07/21
Project: Research project (funded) › Research