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How do consumers interact with environmental sustainability claims on food?: Evidence from 40 countries

Author

Listed:
  • Koen Deconinck
  • Céline Giner
  • May Hobeika
  • Céline Nauges

Abstract

This paper presents new evidence on how consumers interact with sustainability claims on food products, based on a survey of 37 000 consumers in 40 countries. Respondents are generally most interested in natural, locally produced, eco-friendly and organic claims. Trust and broader attitudes and beliefs regarding the environment play an important role in shaping consumers’ willingness to pay more for products with a sustainability claim. For most claims, willingness to pay is also higher among consumers with higher incomes and education. Even after controlling for these factors, there are significant differences among countries. In some countries, people are generally distrustful of claims, while in others people have greater trust. This suggests that consumer trust may be shaped less by the specifics of a claim and more by country-specific factors. This interpretation is consistent with data suggesting that consumers have only a limited understanding of what different claims mean.

Suggested Citation

  • Koen Deconinck & Céline Giner & May Hobeika & Céline Nauges, 2025. "How do consumers interact with environmental sustainability claims on food?: Evidence from 40 countries," OECD Food, Agriculture and Fisheries Papers 218, OECD Publishing.
    • Handle: RePEc:oec:agraaa:218-en
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    More about this item

    Keywords

    Assurance schemes; Eco-labelling; Food systems; Willingness to pay;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy
    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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