Socio-environmental multi-labelling and consumer willingness to pay

Multi-labellisation socio-environnementale et consentement à payer du consommateur

Ivan Dufeu (), Jean-Marc Ferrandi (), Patrick Gabriel () and Marine Le Gall-Ely ()
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Ivan Dufeu: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Jean-Marc Ferrandi: ONIRIS - École nationale vétérinaire, agroalimentaire et de l'alimentation Nantes-Atlantique
Patrick Gabriel: UBO - Université de Brest, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Marine Le Gall-Ely: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: The aim of this article is to assess the effects of gradually increasing the number of labels available for a certain food product on a consumer's valorization of this product. Three empirical studies were designed to measure the effects of using labels to differentiate food products (organic farming, Fairtrade, and "Label Rouge") on the willingness of 519 French consumers of honey to pay a premium. Empirical studies shed light on a complementarity effect, often dominating the effects of redundancy and information overload. This effect differs according the features and the number of the associated labels, and is influenced by the trust in labels. This result should encourage producers to associate their products with labels on packaging when they are consistent in terms of reputation but complementary in terms of attributes

Keywords: willingness to pay; attributes complementarity; labels; perception; attributes substitutability; consentement à payer; complémentarité entre attributs; substituabilité entre attributs (search for similar items in EconPapers)
Date: 2014-08-19
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-02794529v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Published in Recherche et Applications en Marketing (English Edition), 2014, 29 (3), pp.35-56. ⟨10.1177/2051570714542063⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02794529

DOI: 10.1177/2051570714542063

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