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Sustainability and Consumer Willingness to Pay for Legumes: A Laboratory Study with Lentils
[Durabilité et consentement à payer des consommateurs pour les légumineuses: une étude en laboratoire sur les lentilles]

Author

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  • Stéphan Marette

    (ECO-PUB - Economie Publique - AgroParisTech - Université Paris-Saclay - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

Abstract

We performed a laboratory study in France to explore consumer reactions to information about lentils, a legume whose consumption is sustainable and recommended by nutritionists and environmentalists. More specifically, we examined the effect of informational messages on consumer willingness to pay (WTP) for lentils bearing different production labels. Study participants were given two generic messages designed to promote lentils as a general product with nutritional and environmental benefits. These messages were followed by two specific messages related to one lentil packet with revealed information about the use of certain agricultural practices (e.g., intercropping, organic and local production, and producer partnerships). Initial WTP were measured before the information was provided. The results show that labeling had a strong influence on initial WTP. When WTP were measured after the participants had received the generic and specific informational messages, we observed a weak but significant influence for the lentils with organic and local production labels. There was no effect for the lentils without any production labels. We thus conclude that providing generic information via official recommendations and further developing legume labeling systems could act synergistically to drive some weak changes in consumer choices

Suggested Citation

  • Stéphan Marette, 2021. "Sustainability and Consumer Willingness to Pay for Legumes: A Laboratory Study with Lentils [Durabilité et consentement à payer des consommateurs pour les légumineuses: une étude en laboratoire sur," Post-Print hal-03176398, HAL.
    • Handle: RePEc:hal:journl:hal-03176398
    DOI: 10.3390/su13063408
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    References listed on IDEAS

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    1. Anne Saint-Eve & Françoise Irlinger & Caroline Pénicaud & Isabelle Souchon & Stéphan Marette, 2021. "Consumer preferences for new fermented food products that mix animal and plant protein sources [Les préférences des consommateurs pour de nouveaux produits alimentaires fermentés qui mélangent des ," Post-Print hal-03126042, HAL.
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    3. Christophe Martin & Christine Lange & Stephan Marette, 2021. "Importance of additional information, as a complement to information coming from packaging, to promote meat substitutes: A case study on a sausage based on vegetable proteins," Post-Print hal-03022070, HAL.
    4. Marette Stéphan & Roosen Jutta & Blanchemanche Sandrine, 2011. "The Combination of Lab and Field Experiments for Benefit-Cost Analysis," Journal of Benefit-Cost Analysis, De Gruyter, vol. 2(3), pages 1-36, August.
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    7. Yokessa, Maïmouna & Marette, Stéphan, 2019. "A Review of Eco-labels and their Economic Impact," International Review of Environmental and Resource Economics, now publishers, vol. 13(1-2), pages 119-163, April.
    8. David Tilman & Michael Clark, 2014. "Global diets link environmental sustainability and human health," Nature, Nature, vol. 515(7528), pages 518-522, November.
    9. Stéphan Marette & Vincent Réquillart, 2020. "Dietary models and challenges for economics," Review of Agricultural, Food and Environmental Studies, Springer, vol. 101(1), pages 5-22, October.
    10. Marette, Stéphan & Millet, Guy, 2014. "Economic benefits from promoting linseed in the diet of dairy cows for reducing methane emissions and improving milk quality," Food Policy, Elsevier, vol. 46(C), pages 140-149.
    11. Keller, Kevin Lane & Staelin, Richard, 1989. "Assessing Biases in Measuring Decision Effectiveness and Information Overload," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(4), pages 504-508, March.
    12. Stéphan Marette & Vincent Réquillart, 2020. "Dietary models and challenges for economics," Review of Agricultural, Food and Environmental Studies, Springer, vol. 101(1), pages 5-22, October.
    13. Crespi John M., 2007. "Generic Advertising and Product Differentiation Revisited," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 5(1), pages 1-21, March.
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    15. Alcon, Francisco & Marín-Miñano, Cristina & Zabala, José A. & de-Miguel, María-Dolores & Martínez-Paz, José M., 2020. "Valuing diversification benefits through intercropping in Mediterranean agroecosystems: A choice experiment approach," Ecological Economics, Elsevier, vol. 171(C).
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