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The Organic Label: How To Reconcile Its Meaning With Consumer Preferences

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  • Conner, David S.
  • Christy, Ralph D.

Abstract

The USDA's National Organic Program (NOP), with its unified definition and labeling requirements, holds great promise for increasing commerce in and decreasing transaction costs associated with purchasing organic food. However, the label and its meaning must both be well understood and reflect the traits consumers want if this promise is to be realized. This paper reports the results of a survey and experimental auction on consumers' preferences for organic standards. On one hand, the USDA NOP's Final Rule broadly conforms to consumer preferences regarding what practices should or should not be permitted in organic production and processing. Consumers support a strict definition of organic in general, opposing the use of a variety of practices historically banned by organic certifiers. For example, both the survey and auction methods found that consumers support the banning of Genetically Modified Organisms in organic food and are willing to pay a premium to avoid them. Consumers are also in accord with the Final Rule's exclusion of irradiation, biosolids, growth regulators, etc. On the other hand, the survey and auction results reveal a lack of understanding of the label's meaning as well as a disconnect between the label's function (detailing acceptable production practices) and consumers' stated motivations for buying organic (e.g., support for a local sustainable food system). Implications of these findings for decision makers in policy and industry are discussed. Of particular focus will be the role of these agents in promoting products that allow consumers to purchase items that reflect and support these values.

Suggested Citation

  • Conner, David S. & Christy, Ralph D., 2004. "The Organic Label: How To Reconcile Its Meaning With Consumer Preferences," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(01), pages 1-4, March.
  • Handle: RePEc:ags:jlofdr:27135
    DOI: 10.22004/ag.econ.27135
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    References listed on IDEAS

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    1. Lohr, Luanne, 1998. "Welfare Effects Of Eco-Label Proliferation: Too Much Of A Good Thing?," Faculty Series 16642, University of Georgia, Department of Agricultural and Applied Economics.
    2. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
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    Citations

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    Cited by:

    1. Bellows Anne C. & Onyango Benjamin & Diamond Adam & Hallman William K, 2008. "Understanding Consumer Interest in Organics: Production Values vs. Purchasing Behavior," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 6(1), pages 1-31, May.
    2. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    3. Francesco Perrini & Sandro Castaldo & Nicola Misani & Antonio Tencati, 2010. "The impact of corporate social responsibility associations on trust in organic products marketed by mainstream retailers: a study of Italian consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 19(8), pages 512-526, December.
    4. Chen, Junhong & Nian, Yefan & Gao, Zhifeng, 2022. "Value, Attitude/Belief, and Sustainable Food Consumption," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322485, Agricultural and Applied Economics Association.
    5. Chen, Xuqi & Gao, Zhifeng, 2016. "The Effects of Emotion on Consumers’ Willingness-to-Pay (WTP) for Eco-labeled Fresh Produce," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235996, Agricultural and Applied Economics Association.
    6. Danielle Ufer & David L. Ortega & Christopher A. Wolf, 2022. "Information and consumer demand for milk attributes: Are redundant labels an effective marketing strategy?," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(2), pages 960-981, June.
    7. Nian, Yefan & Cruz, Julio C. & Asselt, Joanna Van & Gao, Zhifeng & Morgan, Stephen N., 2022. "Does Date Label Matter for Aquacultural Food Product Waste? Evidence from a Best-Worst Discrete Choice Experiment," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322495, Agricultural and Applied Economics Association.
    8. Pozo, Veronica F. & Saak, Alexander E. & Hanawa-Peterson, Hikaru, 2009. "Product Origin and Reputation for Quality: the Case of Organic Foods," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49503, Agricultural and Applied Economics Association.
    9. Li, Jinghan & Zepeda, Lydia & Gould, Brian W., 2007. "The Demand for Organic Food in the U.S.: An Empirical Assessment," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(3), pages 1-16.
    10. Tatiana Drugova & Kynda R. Curtis & Sherzod B. Akhundjanov, 2020. "Are multiple labels on food products beneficial or simply ignored?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 411-427, December.
    11. Astrid Jonas & Jutta Roosen, 2008. "Demand for milk labels in Germany: organic milk, conventional brands, and retail labels," Agribusiness, John Wiley & Sons, Ltd., vol. 24(2), pages 192-206.
    12. Lloyd J.S Baiyegunhi & Sikhumbuzo E Mashabane & Nonjabulo C Sambo, 2018. "Influence of Socio-Psychological Factors on Consumer Willingness to Pay (WTP) for Organic Food Products," Journal of Economics and Behavioral Studies, AMH International, vol. 10(5), pages 208-219.

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