How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels

Anne Peschel, Carola Grebitus (), Bodo Steiner and Michele Veeman

MPRA Paper from University Library of Munich, Germany

Abstract: This paper examines consumers' knowledge and lifestyle profiles and preferences regarding two environmentally labelled food staples, potatoes and ground beef. Data from online choice experiments conducted in Canada and Germany are analyzed through latent class choice modelling to identify the influence of consumer knowledge (subjective and objective knowledge as well as usage experience) on environmentally sustainable choices. We find that irrespective of product or country under investigation, high subjective and objective knowledge levels drive environmentally sustainable food choices. Subjective knowledge was found to be more important in this context. Usage experience had relatively little impact on environmentally sustainable choices. Our results suggest that about 20 % of consumers in both countries are ready to adopt footprint labels in their food choices. Another 10 - 20% could be targeted by enhancing subjective knowledge, for example through targeted marketing campaigns.

Keywords: carbon footprint; food; latent class analysis; objective knowledge; subjective knowledge; water footprint (search for similar items in EconPapers)
JEL-codes: D12 M31 Q51 (search for similar items in EconPapers)
Date: 2016-02-27
New Economics Papers: this item is included in nep-agr, nep-dcm and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (55)

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