Consumers' valuation of sustainability labels on meat

Ellen J. Van Loo, Vincenzina Caputo, Rodolfo M. Nayga, Jr, Wim Verbeke

Research output: Contribution to journalArticle

96 Citations (Scopus)

Abstract

There are various sustainability certifications and claims for food products that focus on environmental or ethical benefits. These claims empower consumers to make informed purchasing decisions that take environmental and ethical considerations into account. This paper compares consumers' preferences for four types of sustainability claims related to organic meat, free range, animal welfare and carbon footprint. Using a choice experiment on a chicken breast product, our results show that nine in every ten Belgian consumers favor free range claims, which are also valued the most highly, attracting premiums ranging from 43% to 93%. Our study also shows that a vast majority of consumers (87%) would welcome the introduction of an EU level animal welfare label. The carbon footprint labels and the organic labels are less appealing to consumers, who have lower willingness to pay for these labels. Belgian consumers prefer the national Belgian organic food logo, certified by a private organization, to the newly-introduced EU organic food logo.

Original languageEnglish
Pages (from-to)137-150
Number of pages14
JournalFood Policy
Volume49
Issue numberP1
DOIs
Publication statusPublished - 2014 Jan 1

Fingerprint

Carbon Footprint
Organic Food
ecolabeling
animal welfare
carbon footprint
Animal Welfare
organic foods
valuation
meat
Meat
free range husbandry
sustainability
food
willingness to pay
Certification
consumer preferences
purchasing
Belgian
certification
breasts

ASJC Scopus subject areas

  • Food Science
  • Economics and Econometrics
  • Development
  • Sociology and Political Science
  • Management, Monitoring, Policy and Law

Cite this

Consumers' valuation of sustainability labels on meat. / Van Loo, Ellen J.; Caputo, Vincenzina; Nayga, Jr, Rodolfo M.; Verbeke, Wim.

In: Food Policy, Vol. 49, No. P1, 01.01.2014, p. 137-150.

Research output: Contribution to journalArticle

Van Loo, EJ, Caputo, V, Nayga, Jr, RM & Verbeke, W 2014, 'Consumers' valuation of sustainability labels on meat', Food Policy, vol. 49, no. P1, pp. 137-150. https://doi.org/10.1016/j.foodpol.2014.07.002
Van Loo, Ellen J. ; Caputo, Vincenzina ; Nayga, Jr, Rodolfo M. ; Verbeke, Wim. / Consumers' valuation of sustainability labels on meat. In: Food Policy. 2014 ; Vol. 49, No. P1. pp. 137-150.
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