Role of sustainability attributes and price in determining consumers' fruit perceived value

Marco Medici, Luca Di Noto and Maurizio Canavari

International Journal on Food System Dynamics, 2021, vol. 12, issue 04

Abstract: This work analyses consumers' behaviour and attitudes toward products characterised by a reduced environmental impact in terms of carbon footprint (CF). Value perception was measured using a contingent valuation approach, asking consumers to state their willingness to accept (WTA) monetary compensation for a product exchange offer, particularly fruit characterised by a higher CF in place of fruit characterised by a lower CF. Field experiments were conducted to determine consumers WTA as well as factors affecting the choice. Consumers were hypothetically endowed with a punnet of fruit produced with innovative, low CF farming methods and were offered to exchange it with a punnet of regular fruit. Variables representing consumer fruit consumption habits, consumer attitude and concern towards the environment, and socio-demographics were chosen to represent factors that motivate consumers' value perception of environmentally-friendly fruit. The scale of green consumption values (GCVs) was used to model consumer concern towards the environment. Results showed that demographics affect the perceived value of fruit characterised by a lower CF and that consumers' preference for lower CF products is associated with fruit consumption habits and environmental concerns. At the same time, a positive relationship with CF levels needs further investigation.

Keywords: Climate Change; Sustainability (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ijofsd:346665

DOI: 10.22004/ag.econ.346665

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