Willingness to Pay for Eco-labeled Fresh Strawberry: Are All Environmentally Friendly Techniques Equal?

Xuqi Chen, Zhifeng Gao, Marilyn Swisher and Lisa House

No 205655, 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California from Agricultural and Applied Economics Association

Abstract: Concerns about environmental degeneration due to excessive use of chemical fertilizers and pesticides have grown as farmers have increased reliance on these chemicals to maintain or increase crop yields. Although there are a variety of governmental programs that encourage farmers to adopt practices using less fertilizers and pesticides, many growers continue using conventional production methods in part because the economic benefits of using more environmentally sensitive techniques remains unproven or elusive for farmers. Exploring consumer willingness to pay (WTP) for fresh produce carrying labels describing various environmental benefits is one important aspect in assessing the potential that growers will adopt environmentally sound production techniques. Given that sustainable production practices may have different environmental benefits, differentiating consumer WTP for specific benefits may provide critical information for developing more effective labels and help growers more appropriately label products produced with environmental friendly techniques.

Keywords: Agribusiness; Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing (search for similar items in EconPapers)
Date: 2015
New Economics Papers: this item is included in nep-agr, nep-dcm, nep-env and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea15:205655

DOI: 10.22004/ag.econ.205655

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