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Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for “Eco-Friendly” Coffee

Author

Listed:
  • Patrik Sörqvist
  • Daniel Hedblom
  • Mattias Holmgren
  • Andreas Haga
  • Linda Langeborg
  • Anatole Nöstl
  • Jonas Kågström

Abstract

Participants tasted two cups of coffee, decided which they preferred, and then rated each coffee. They were told (in lure) that one of the cups contained “eco-friendly” coffee while the other did not, although the two cups contained identical coffee. In Experiments 1 and 3, but not in Experiment 2, the participants were also told which cup contained which type of coffee before they tasted. The participants preferred the taste of, and were willing to pay more for, the “eco-friendly” coffee, at least those who scored high on a questionnaire on attitudes toward sustainable consumer behavior (Experiment 1). High sustainability consumers were also willing to pay more for “eco-friendly” coffee, even when they were told, after their decision, that they preferred the non-labeled alternative (Experiment 2). Moreover, the eco-label effect does not appear to be a consequence of social desirability, as participants were just as biased when reporting the taste estimates and willingness to pay anonymously (Experiment 3). Eco labels not only promote a willingness to pay more for the product but also lead to a more favorable perceptual experience of it.

Suggested Citation

  • Patrik Sörqvist & Daniel Hedblom & Mattias Holmgren & Andreas Haga & Linda Langeborg & Anatole Nöstl & Jonas Kågström, 2013. "Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for “Eco-Friendly” Coffee," PLOS ONE, Public Library of Science, vol. 8(12), pages 1-9, December.
  • Handle: RePEc:plo:pone00:0080719
    DOI: 10.1371/journal.pone.0080719
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    References listed on IDEAS

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    1. Larson, Bruce A., 2003. "Eco-labels for credence attributes: the case of shade-grown coffee," Environment and Development Economics, Cambridge University Press, vol. 8(3), pages 529-547, July.
    2. Feuz, Dillon M. & Umberger, Wendy J. & Calkins, Chris R. & Sitz, Bethany M., 2004. "U.S. Consumers' Willingness to Pay for Flavor and Tenderness in Steaks as Determined with an Experimental Auction," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 29(3), pages 1-16, December.
    3. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
    4. McCluskey, Jill J. & Loureiro, Maria L., 2003. "Consumer Preferences And Willingness To Pay For Food Labeling: A Discussion Of Empirical Studies," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-8, November.
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