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Got green milk? Field Experimental Trail of Consumer Demand for a Climate Label

Elina Matsdotter, Katarina Elofsson () and Johan Arntyr

No 183076, 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia from European Association of Agricultural Economists

Abstract: A majority of consumers claim to prefer climate labelled food over non-labelled alternatives. However, there is limited empirical evidence that such labels actually influence consumer behaviour when shopping. In a randomized field experiment, conducted in 17 retrial stores in Sweden, the short run effects of a voluntary climate labelling scheme on milk demand were measured. Results suggest that climate labelling increased demand by approximately 7%. The response is significantly smaller than suggested by consumer surveys, but larger than observed in earlier studies of actual purchasing behavior where quantitative information on climate impact is provided.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-agr, nep-env and nep-exp
Date: 2014-08
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae14:183076

DOI: 10.22004/ag.econ.183076

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