Increasing the effectiveness of ecological food signaling: comparing sustainability tags with eco-labels
Increasing the effectiveness of ecological food signaling: comparing sustainability tags with eco-labels
The effectiveness of eco-labels has dominated research on food signaling. Building on signaling theory, we investigate the impact of sustainability tags–unverified sustainability claims–compared to eco-labels–actual awarded eco-certificates–on consumer choice and the willingness to pay (WTP). We add to the underdeveloped “non eco-labels” literature on sustainability signaling by documenting that a green sustainability tag has a higher importance score and utility than an eco-label. The tag leads to larger “green segments” valuing sustainability as the most important attribute when buying fish. Furthermore, consumers are willing to pay 23.1% more for fillets with sustainability tags. This is significantly higher than the additional value ascribed to the Marine Stewardship Council (MSC) eco-labelled fillets. The majority of consumers surveyed were unfamiliar with frequently used seafood eco-labels (Aquaculture Stewardship Council (ASC)/MSC). Thus, the increase in WTP is mediated by perceived familiarity, wherein tags are rated higher in familiarity compared to eco-labels.
Active retailing, Eco-labels, Environmental sustainability, Multi-attribute decision making, Sustainability signaling, Sustainability tags
1099-1110
Sigurdsson, Valdimar
7d4995e2-b6b4-4d04-be74-1ffac6aef3ba
Larsen, Nils Magne
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Pálsdóttir, Rakel Gyða
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Folwarczny, Michal
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Menon, R.G. Vishnu
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Fagerstrøm, Asle
2e7ab829-2193-43a6-8264-c10cc63e2fb1
30 October 2022
Sigurdsson, Valdimar
7d4995e2-b6b4-4d04-be74-1ffac6aef3ba
Larsen, Nils Magne
1f19fc32-7a6f-4063-9d0f-b4037f0bea65
Pálsdóttir, Rakel Gyða
e939d8b7-462b-4524-95fd-dfb9ade75965
Folwarczny, Michal
c18ff1c2-7e33-4455-9dc4-3f636e66d8fd
Menon, R.G. Vishnu
cf91657e-cd61-4431-9e25-c6ad94ba9ee0
Fagerstrøm, Asle
2e7ab829-2193-43a6-8264-c10cc63e2fb1
Sigurdsson, Valdimar, Larsen, Nils Magne, Pálsdóttir, Rakel Gyða, Folwarczny, Michal, Menon, R.G. Vishnu and Fagerstrøm, Asle
(2022)
Increasing the effectiveness of ecological food signaling: comparing sustainability tags with eco-labels.
Journal of Business Research, 139, .
(doi:10.1016/j.jbusres.2021.10.052).
Abstract
The effectiveness of eco-labels has dominated research on food signaling. Building on signaling theory, we investigate the impact of sustainability tags–unverified sustainability claims–compared to eco-labels–actual awarded eco-certificates–on consumer choice and the willingness to pay (WTP). We add to the underdeveloped “non eco-labels” literature on sustainability signaling by documenting that a green sustainability tag has a higher importance score and utility than an eco-label. The tag leads to larger “green segments” valuing sustainability as the most important attribute when buying fish. Furthermore, consumers are willing to pay 23.1% more for fillets with sustainability tags. This is significantly higher than the additional value ascribed to the Marine Stewardship Council (MSC) eco-labelled fillets. The majority of consumers surveyed were unfamiliar with frequently used seafood eco-labels (Aquaculture Stewardship Council (ASC)/MSC). Thus, the increase in WTP is mediated by perceived familiarity, wherein tags are rated higher in familiarity compared to eco-labels.
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Increasing the effectiveness of ecological food signaling
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Accepted/In Press date: 21 October 2021
e-pub ahead of print date: 30 October 2022
Published date: 30 October 2022
Keywords:
Active retailing, Eco-labels, Environmental sustainability, Multi-attribute decision making, Sustainability signaling, Sustainability tags
Identifiers
Local EPrints ID: 495415
URI: http://eprints.soton.ac.uk/id/eprint/495415
ISSN: 0148-2963
PURE UUID: 42582295-99e3-4a6f-b81a-7b1dd14fe977
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Date deposited: 13 Nov 2024 17:32
Last modified: 07 Dec 2024 03:16
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Author:
Valdimar Sigurdsson
Author:
Nils Magne Larsen
Author:
Rakel Gyða Pálsdóttir
Author:
Michal Folwarczny
Author:
R.G. Vishnu Menon
Author:
Asle Fagerstrøm
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