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Socio-environmental multi-labelling and consumer willingness to pay
[Multi-labellisation socio-environnementale et consentement à payer du consommateur]

Author

Listed:
  • Ivan Dufeu

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Jean-Marc Ferrandi

    (ONIRIS - École nationale vétérinaire, agroalimentaire et de l'alimentation Nantes-Atlantique)

  • Patrick Gabriel

    (UBO - Université de Brest, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

  • Marine Le Gall-Ely

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

Abstract

The aim of this article is to assess the effects of gradually increasing the number of labels available for a certain food product on a consumer's valorization of this product. Three empirical studies were designed to measure the effects of using labels to differentiate food products (organic farming, Fairtrade, and "Label Rouge") on the willingness of 519 French consumers of honey to pay a premium. Empirical studies shed light on a complementarity effect, often dominating the effects of redundancy and information overload. This effect differs according the features and the number of the associated labels, and is influenced by the trust in labels. This result should encourage producers to associate their products with labels on packaging when they are consistent in terms of reputation but complementary in terms of attributes

Suggested Citation

  • Ivan Dufeu & Jean-Marc Ferrandi & Patrick Gabriel & Marine Le Gall-Ely, 2014. "Socio-environmental multi-labelling and consumer willingness to pay [Multi-labellisation socio-environnementale et consentement à payer du consommateur]," Post-Print hal-02794529, HAL.
    • Handle: RePEc:hal:journl:hal-02794529
    DOI: 10.1177/2051570714542063
    Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-02794529
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    References listed on IDEAS

    as
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    Cited by:

    1. Borrello, M. & Cecchini, L. & Vecchio, R. & Caracciolo, F. & Cembalo, L. & Torquati, B., 2022. "Agricultural landscape certification as a market-driven tool to reward the provisioning of cultural ecosystem services," Ecological Economics, Elsevier, vol. 193(C).
    2. Eva Tebbe & Korbinian von Blanckenburg, 2018. "Does willingness to pay increase with the number and strictness of sustainability labels?," Agricultural Economics, International Association of Agricultural Economists, vol. 49(1), pages 41-53, January.
    3. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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