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Red, yellow, or gre...
Red, yellow, or green? Do consumers’ choices of food products depend on the label design?
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- Carlsson, Fredrik, 1968 (author)
- Gothenburg University,Göteborgs universitet,Institutionen för nationalekonomi med statistik,CARe - Centrum för antibiotikaresistensforskning,CeCAR - Centrum för studier av kollektivt handlande,Department of Economics,Centre for antibiotic resistance research, CARe,CECAR - Centre for Collective Action Research
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- Kataria, Mitesh, 1978 (author)
- Gothenburg University,Göteborgs universitet,CeCAR - Centrum för studier av kollektivt handlande,Institutionen för nationalekonomi med statistik,CECAR - Centre for Collective Action Research,Department of Economics
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- Lampi, Elina, 1967 (author)
- Gothenburg University,Göteborgs universitet,CeCAR - Centrum för studier av kollektivt handlande,Institutionen för nationalekonomi med statistik,CARe - Centrum för antibiotikaresistensforskning,CECAR - Centre for Collective Action Research,Department of Economics,Centre for antibiotic resistance research, CARe
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- Nyberg, Erik (author)
- Gothenburg University,Göteborgs universitet,Institutionen för nationalekonomi med statistik,Department of Economics
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- Sterner, Thomas, 1952 (author)
- Gothenburg University,Göteborgs universitet,CARe - Centrum för antibiotikaresistensforskning,Institutionen för nationalekonomi med statistik,CeCAR - Centrum för studier av kollektivt handlande,Centre for antibiotic resistance research, CARe,Department of Economics,CECAR - Centre for Collective Action Research
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(creator_code:org_t)
- 2021-08-24
- 2022
- English.
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In: European Review of Agricultural Economics. - : Oxford University Press (OUP). - 0165-1587 .- 1464-3618. ; 49:5
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Abstract
Subject headings
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- Using a stated preference survey, we investigate to what extent consumers are willing to make costlier food consumption choices to decrease damages to health, the environment, and animal well-being. In particular, we investigate how the graphic design of the labels affects choice behaviour by comparing traffic–light and greyscale labels and plain-text description with each other. We found that the red colour in traffic lights seems to strengthen respondents’ preferences for avoiding the worst level of a collective attribute such as climate impact or antibiotics use, while the green colour strengthened preferences for the more private attribute, namely healthiness. On average, the price premiums for a green label compared with a red label is 52per cent for healthiness, 64per cent for both animal welfare and antibiotics, and 20per cent for climate impact.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Publication and Content Type
- ref (subject category)
- art (subject category)
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