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The Effect of Information on Willingness to Pay for Canned Tuna Fish with Different Corporate Social Responsibility (CSR) Certification: A Pilot Study

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  • TIZIANA DE MAGISTRIS
  • TERESA DEL GIUDICE
  • FABIO VERNEAU

Abstract

type="main" xml:id="joca12046-abs-0001"> The objective of this study was to assess the role of information in consumers' willingness to pay (WTP) for food products with corporate social responsibility (CSR) certification. The item used for the experimental design was canned tuna fish, a product on the market that is already exhibiting various kinds of certification related to social and environmental attributes. Two different kinds of certifications were examined, namely Friend of the Sea , which involves environmental aspects, and SA8000 , related to workers' rights and more general social attributes. We implemented experimental auctions, taking into account three information treatments. The initial findings show that the WTP for both CSR labels is higher than the WTP for tuna fish without any CSR certification. Nevertheless, the information provided on CSR certification did not change consumers' WTP among the certification schemes. Our findings could also serve to fine-tune marketing strategies to consumer preferences and determine which CSR activities are worth undertaking.

Suggested Citation

  • Tiziana De Magistris & Teresa Del Giudice & Fabio Verneau, 2015. "The Effect of Information on Willingness to Pay for Canned Tuna Fish with Different Corporate Social Responsibility (CSR) Certification: A Pilot Study," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(2), pages 457-471, July.
    • Handle: RePEc:bla:jconsa:v:49:y:2015:i:2:p:457-471
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    7. Marcela Rocha Haase Uhlig & Emerson Wagner Mainardes & Valcemiro Nossa, 2020. "Corporate social responsibility and consumer's relationship intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 313-324, January.
    8. Benoit, Sabine & Hartmann, Julia & Sichtmann, Christina & Wetzels, Martin, 2022. "The Differential Effects of CSR and CSI on Consumer Willingness to Pay: Implications for Service Providers and Retailers," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 6(2), pages 82-103.
    9. Irene Marcuzzi & Matteo Podrecca & Marco Sartor & Guido Nassimbeni, 2023. "Out of social accountability: Reasons and alternative paths for SA8000 decertification," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(6), pages 3140-3158, November.
    10. Lucio Cappelli & Fabrizio D’Ascenzo & Maria Felice Arezzo & Roberto Ruggieri & Irina Gorelova, 2020. "The Willingness to Pay in the Food Sector. Testing the Hypothesis of Consumer Preferences for Some Made in Italy Products," Sustainability, MDPI, vol. 12(15), pages 1-11, August.
    11. Chia-Hung Lee & Pei-Ing Wu & Je-Liang Liou & Shou-Lin Yang, 2022. "The Monetary Value of Corporate Social Responsibility: The Impact of Tea Trees Growing Project between Corporates and Taiwan’s Aboriginal Farmers on Consumers," Sustainability, MDPI, vol. 14(13), pages 1-18, July.
    12. Fabio Verneau & Francesco La Barbera & Teresa Del Giudice, 2017. "The Role of Implicit Associations in the Hypothetical Bias," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(2), pages 312-328, July.
    13. Sartor, Marco & Orzes, Guido & Di Mauro, Carmela & Ebrahimpour, Maling & Nassimbeni, Guido, 2016. "The SA8000 social certification standard: Literature review and theory-based research agenda," International Journal of Production Economics, Elsevier, vol. 175(C), pages 164-181.
    14. Tiziana de-Magistris & Azucena Gracia, 2016. "Assessing Projection Bias in Consumers’ Food Preferences," PLOS ONE, Public Library of Science, vol. 11(2), pages 1-11, February.
    15. Ayoubi, Charles & Thurm, Boris, 2020. "Pro-environmental behavior and morality: An economic model with heterogeneous preferences," OSF Preprints w8afg, Center for Open Science.
    16. Pere Mercadé‐Melé & Carmina Fandos‐Herrera & Sofía Velasco‐Gómez, 2021. "How corporate social responsibility influences consumer behavior: An empirical analysis in the Spanish agrifood sector," Agribusiness, John Wiley & Sons, Ltd., vol. 37(3), pages 590-611, July.
    17. Alessandra De Chiara, 2020. "Sustainable Business Model Innovation vs. “Made in” for International Performance of Italian Food Companies," Agriculture, MDPI, vol. 11(1), pages 1-17, December.
    18. Moisés Carrasco Garcés & Felipe Vasquez-Lavin & Roberto D. Ponce Oliva & José Luis Bustamante Oporto & Manuel Barrientos & Arcadio A. Cerda, 2021. "Embedding effect and the consequences of advanced disclosure: evidence from the valuation of cultural goods," Empirical Economics, Springer, vol. 61(2), pages 1039-1062, August.
    19. Briseño-García, Arturo & William Husted, Bryan & Arango-Herera, Eduardo, 2022. "Do birds of a feather certify together? The impact of board interlocks on CSR certification homophily," Journal of Business Research, Elsevier, vol. 144(C), pages 336-344.

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