Flagship species and certification types affect consumer preferences for wildlife-friendly rice labels

Wildlife-friendly food labels are used to reduce information asymmetry and thus enhance agrobiodiversity conservation via marketing mechanisms. The labels make different claims depending on the certification requirements and conservation targets. However, little is known about consumer preferences for the different claims on the labels. Here, we evaluated consumer preferences for wildlife-friendly labels, with a focus on input- and outcome-based claims, by applying a choice experiment. Our results showed that consumers preferred fish labels with outcome claims to those with input claims; in contrast, consumer utility was not increased by outcome claims but by input claims in bird labels. The differences in preferences for certification requirements and for flagship species highlight the importance of strategic certification and labelling in encouraging people to conserve biodiversity. Our empirical evidence provides insights to balance biodiversity conservation with food security through conservation marketing.