Consumer Preferences for Eco, Health and Fair Trade Labels. An Application to Seafood Product in France

Dorothée Brécard, Sterenn Lucas (), Nathalie Pichot and Frédéric Salladarré
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Sterenn Lucas: 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
Nathalie Pichot: CRPCC EA 1285 - Centre de Recherches en Psychologie Cognition et Communication - UBS - Université de Bretagne Sud - UBO - Université de Brest - MEN : EA1285 - UR2 - Université de Rennes 2

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Abstract: How are consumer attitudes towards eco-labeled products affected by a profusion of labels? This article provides both theoretical and empirical insight into this issue. Assuming that consumers perceive a label both as a sign of quality and of a particular characteristic of a product, we deduce theoretical determinants for preferences for three types of label: a health label, an eco-label and a fair trade label. Using a French survey on seafood products, the estimation of a rank-ordered multinomial logit with random intercepts shows a certain proximity between the profiles of pro-eco-label and pro-fair trade label consumers, whereas pro-health label individuals have a more distinct profile: The two former are more likely to be young men mainly concerned with fishing conditions, whereas the latter are older married women with children who pay attention to the product form. We relate preferences for labels to degree of altruism, environmental consciousness and other socio-economic features.

Keywords: eco-label; contingent choice; Environmental preferences; seafood.; seafood (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-agr, nep-dcm, nep-env and nep-mkt
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Journal Article: Consumer Preferences for Eco, Health and Fair Trade Labels. An Application to Seafood Product in France (2012)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-00593744

DOI: 10.1515/1542-0485.1360

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