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Willingness to pay for product ecological footprint: Organic vs non-organic consumers

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  • Mamouni Limnios, Elena
  • Schilizzi, Steven G.M.
  • Burton, Michael
  • Ong, Angeline
  • Hynes, Niki

Abstract

The problem of environmental degradation is large and widespread, with consumption of food being a major contributor to a households' ecological impact. The Product Ecological Footprint (PEF) is a new information management process of “self-improving” accuracy that enables producers to quantify product environmental impact. This study addresses two key questions; consumer willingness to pay and application readiness for PEF. We use choice experiments to identify the value consumers place on PEF as a label. We then examine data availability, information processing systems and accreditation protocols that would be required to support a market-wide application of PEF. Findings highlight an opportunity to influence the behaviour of the larger market segment of conventional (non-organic) consumers. Further research is required into the interaction between PEF and organics, PEF and origin, marketing and branding of the label, for market wide applications to be considered. A key question emerges as to whether PEF requires a different application platform than a voluntary eco-label scheme to instigate behavioural change.

Suggested Citation

  • Mamouni Limnios, Elena & Schilizzi, Steven G.M. & Burton, Michael & Ong, Angeline & Hynes, Niki, 2016. "Willingness to pay for product ecological footprint: Organic vs non-organic consumers," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 338-348.
    • Handle: RePEc:eee:tefoso:v:111:y:2016:i:c:p:338-348
    DOI: 10.1016/j.techfore.2016.05.009
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    7. Martina Zámková & Stanislav Rojík & Martin Prokop & Simona Činčalová & Radek Stolín, 2024. "National Labelling System of Organic Agriculture and Food Products—How Familiar Are Czech Consumers with the National Organic Agri-Food Brand?," Agriculture, MDPI, vol. 14(1), pages 1-14, January.

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