What to Choose? The Value of Label Claims to Fresh Produce Consumers

Craig A. Bond, Dawn D. Thilmany () and Jennifer Keeling Bond

Journal of Agricultural and Resource Economics, 2008, vol. 33, issue 3

Abstract: We examine consumer response to label information using a hypothetical choice experiment on red leaf lettuce attribute bundles. Using survey responses, several mixed logit models with random parameters and varying correlation assumptions are estimated that provide estimated of marginal utilities ( and marginal values) of various attributes related to general health claims, specific nutrition and health claims, certification logos, and certified organic claims (relative to the conventional reference group) for this fresh produce product. We find that consumers distinguish between labeling claims, and that attribute bundling effects are present, suggesting the results from main effects (linear) models may be misleading. Furthermore, the results imply that consumers may value both privately and publicly appropriable benefits of alternative technologies, such as organic production.

Keywords: Choice experiment; Conditional distribution; Preference heterogeneity; Produce labels; Random parameters; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Date: 2008
View list of references

Downloads: (external link)
http://purl.umn.edu/46559 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:ags:jlaare:46559

Access Statistics for this article

More articles in Journal of Agricultural and Resource Economics from Western Agricultural Economics Association
Contact information at EDIRC.
Series data maintained by AgEcon Search ().