Ignorance Is Bliss? Experimental Evidence on Wine Produced from Grapes Irrigated with Recycled Water
Tongzhe Li (),
Jill McCluskey () and
Kent D. Messer
Ecological Economics, 2018, vol. 153, issue C, 100-110
Agricultural industries are heavy users of water, which can be especially concerning in times of drought. One way to address agriculture's impact during droughts is to use recycled water for irrigation, but little is known about how consumers will respond to information disclosing that a food product was produced with recycled water. On the positive side, irrigation with recycled water is environmentally friendly. On the negative side, there is an “ick” factor that might repel consumers. We conducted a framed field experiment to evaluate consumers' responses to California and French wines made from grapes produced with recycled, conventional, and an unspecified type of water for irrigation. We find that consumers prefer not to know; their willingness to pay is greatest when the wine is made from grapes irrigated with an unspecified type of water. There is a discount for conventional irrigation water for both California and French wines, but it is statistically significant only for the California wines.
Keywords: Product labeling; Stigma; Environmental benefits; Information; Framed field experiment (search for similar items in EconPapers)
JEL-codes: D12 L15 O13 Q55 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:ecolec:v:153:y:2018:i:c:p:100-110
Access Statistics for this article
Ecological Economics is currently edited by C. J. Cleveland
More articles in Ecological Economics from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().