Labelling and consumer behaviour: experimental evidence from a Belgian supermarket

Pieter Vlaeminck, Ting Jiang and Liesbet Vranken ()

No 182742, 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia from European Association of Agricultural Economists

Abstract: Using an incentive-compatible framed field experiment, we investigate whether consumers’ food consumption is more eco-friendly when the information about a product’s environmental impact is more easily accessible. Through an online choice experiment, we identify a food label that is perceived to be the most easily accessible for assessing a product’s eco- friendliness among six alternatives. This new graded food label is subsequently tested in an experimental food market embedded in a Belgium supermarket. We find that the presence of the new graded food label leads to more eco-friendly food consumption relative to the label currently used in the supermarket, i.e. the graded label increases the overall eco-friendliness of our subjects’ food consumption by about 10%.

Keywords: Consumer/Household Economics; Institutional and Behavioral Economics (search for similar items in EconPapers)
Pages: 13
Date: 2014-08
New Economics Papers: this item is included in nep-agr, nep-cbe, nep-env and nep-exp
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae14:182742

DOI: 10.22004/ag.econ.182742

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