Are labels delivering what they intend? Explicit value of fair-trade labels versus implicit value of fair trade characteristics

Pieter Vlaeminck, Jana Vandoren and Liesbet Vranken ()

No 182941, 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia from European Association of Agricultural Economists

Abstract: While consumers are increasingly interested in the ethical characteristics of food products, market shares of these products remains low. So far, not much research has been directed towards the efficacy of labels. Using incentive compatible stated choice experiments in a natural consumer environment, we show that dispersion exists between the explicit value of a fair trade label and the implicit values attached to the underlying characteristics of the label. Our findings thus imply that linking the fair trade label closer with peoples’ values provides opportunities to expand the fair trade market.

Keywords: Food; Consumption/Nutrition/Food; Safety (search for similar items in EconPapers)
Pages: 15
Date: 2014-08
New Economics Papers: this item is included in nep-dcm
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae14:182941

DOI: 10.22004/ag.econ.182941

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