Decomposing the Value of Food Labels on Chicken

Zachary T. Neuhofer and Jayson Lusk

Journal of Agricultural and Applied Economics, 2021, vol. 53, issue 2, 229-245

Abstract: This study explores the effects of consumers’ beliefs about labels on chicken. We elicit beliefs associated with seven different labels. By varying the presence/absence of labels in a choice experiment, we are able to determine the effects of labels on consumer choices and decompose the value of labels into beliefs and base utility. Health perceptions have the largest positive effect, and impacts of animal welfare vary by information treatment. We explore the convergent validity of our approach by comparing individual’s beliefs to responses to a best-worst scaling question, which were weakly correlated, suggesting the two approaches are measuring different constructs.

Date: 2021
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Working Paper: Decomposing the Value of Food Labels on Chicken (2020)
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Persistent link: https://EconPapers.repec.org/RePEc:cup:jagaec:v:53:y:2021:i:2:p:229-245_4

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