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A conceptual framework for analyzing consumers’ food label preferences: an exploratory study of sustainability labels in France, Quebec, Spain and the US

Author

Listed:
  • Lydia Zepeda

    (Department of Consumer Science - University of Wisconsin-Madison)

  • Lucie Sirieix

    (Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Ana Pizarro

    (FAO - Food and Agriculture Organization of the United Nations [France] - FAO - Food and Agriculture Organization of the United Nations [Rome, Italie])

  • François Coderre

    (Faculté d'administration - UdeS - Université de Sherbrooke)

  • Francine Rodier

    (Université de Québec)

Abstract

In a qualitative study of 375 consumers in France, Quebec, Spain and the US, respondents are asked to choose between pairs of actual food labels and to describe the reason(s) for their choice. The food labels included sustainability labels (eco-labels, Fair Trade, origin) as well as product attribute (e.g. quality, kosher) and health/nutrition labels. Respondents' reasons were coded in the original language using the same coding system across all four nations to examine their preferences for label message, design and source. We also examined the role of consumers' values, beliefs and experiences on their label choices. The coding system was drawn from a review of theoretical and empirical literature and provides a conceptual framework we call the Label Consumer Interaction model for evaluating consumers' food label preferences. Although this is case study, the results point to substantial differences across nations in terms of preferred labels, as well as the rationale for their choice in terms of attributes of the labels and consumer characteristics.

Suggested Citation

  • Lydia Zepeda & Lucie Sirieix & Ana Pizarro & François Coderre & Francine Rodier, 2013. "A conceptual framework for analyzing consumers’ food label preferences: an exploratory study of sustainability labels in France, Quebec, Spain and the US," Post-Print hal-02650512, HAL.
    • Handle: RePEc:hal:journl:hal-02650512
    DOI: 10.1111/ijcs.12041
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    Cited by:

    1. Diallo, Mbaye Fall & Diop-Sall, Fatou & Leroux, Erick & Vachon, Marc-Antoine, 2022. "How do tourism sustainability and nature affinity affect social engagement propensity? The central roles of nature conservation attitude and personal tourist experience," Ecological Economics, Elsevier, vol. 200(C).
    2. McLeod, Alexandria N. & Yang, Wei & Fang, Di & Nayga, Rodolfo M. Jr., 2022. "Aligning Values to Labels: A Best-Worst Analysis of Food Labels," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322163, Agricultural and Applied Economics Association.
    3. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
    4. Sigurdsson, Valdimar & Larsen, Nils Magne & Folwarczny, Michał & Sigurdardottir, Freyja Thoroddsen & Menon, R.G. Vishnu & Fagerstrøm, Asle, 2024. "Big business returns on B Corp? Growing with green & lean as any label is a good label," Journal of Business Research, Elsevier, vol. 170(C).
    5. Chen, Xuqi & Gao, Zhifeng & Swisher, Marilyn & House, Lisa & Zhao, Xin, 2018. "Eco-labeling in the Fresh Produce Market: Not All Environmentally Friendly Labels Are Equally Valued," Ecological Economics, Elsevier, vol. 154(C), pages 201-210.
    6. Leach, Allison M. & Emery, Kyle A. & Gephart, Jessica & Davis, Kyle F. & Erisman, Jan Willem & Leip, Adrian & Pace, Michael L. & D’Odorico, Paolo & Carr, Joel & Noll, Laura Cattell & Castner, Elizabet, 2016. "Environmental impact food labels combining carbon, nitrogen, and water footprints," Food Policy, Elsevier, vol. 61(C), pages 213-223.
    7. Casati, Mirta & Stranieri, Stefanella & Rommel, Jens & Medici, Riccardo & Soregaroli, Claudio, 2022. "The impact of a carbon footprint label on food orders: A natural field experiment in a full-service restaurant," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322144, Agricultural and Applied Economics Association.
    8. Sigurdsson, Valdimar & Folwarczny, Michał & Larsen, Nils Magne & Menon, R.G. Vishnu & Sigurdardottir, Freyja Thoroddsen & Perkovic, Sonja, 2024. "Utilizing consumer-based label equity to signal consumer products free from endocrine-disrupting chemicals," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    9. Mameno, Kota & Kubo, Takahiro & Ujiie, Kiyokazu & Shoji, Yasushi, 2023. "Flagship species and certification types affect consumer preferences for wildlife-friendly rice labels," Ecological Economics, Elsevier, vol. 204(PB).
    10. Rebecca C. A. Tobi & Francesca Harris & Ritu Rana & Kerry A. Brown & Matthew Quaife & Rosemary Green, 2019. "Sustainable Diet Dimensions. Comparing Consumer Preference for Nutrition, Environmental and Social Responsibility Food Labelling: A Systematic Review," Sustainability, MDPI, vol. 11(23), pages 1-22, November.

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