Measuring Motivations for Choosing Ecolabeled Seafood: Environmental Concerns and Warm Glow

Julia Bronnmann, Max Thilo Stoeven, Martin Quaas and Frank Asche

Land Economics, 2021, vol. 97, issue 3, 641-654

Abstract: Ecolabels are supposed to reduce the information asymmetry between producers and consumers, but they may also produce a warm glow of “green” behavior. We design discrete choice experiments to measure the relative importance of these motivations for choosing ecolabeled seafood products. We find that choice probability increases if the product carries an ecolabel, but the magnitude of this effect depends on the information provided about the sustainability of the product. Overall, we attribute 63% of the ecolabel’s original effect on choice probability to consumer demand for sustainable products, and a further 24% to warm glow.

JEL-codes: C25 Q21 (search for similar items in EconPapers)
Date: 2021
Note: DOI: 10.3368/wple.97.3.101119-0147R
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:uwp:landec:v:97:y:2021:i:3:p:641-654

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