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Increasing the effectiveness of ecological food signaling: Comparing sustainability tags with eco-labels

Permanent link
https://hdl.handle.net/10037/23565
DOI
https://doi.org/10.1016/j.jbusres.2021.10.052
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Date
2021-10-30
Type
Journal article
Tidsskriftartikkel
Peer reviewed

Author
Sigurdsson, Valdimar; Larsen, Nils Magne; Palsdottir, Rakel Gyda; Folwarczny, Michal; Menon, R.G. Vishnu; Fagerstrøm, Asle
Abstract
The effectiveness of eco-labels has dominated research on food signaling. Building on signaling theory, we investigate the impact of sustainability tags–unverified sustainability claims–compared to eco-labels–actual awarded eco-certificates–on consumer choice and the willingness to pay (WTP). We add to the underdeveloped “non eco-labels” literature on sustainability signaling by documenting that a green sustainability tag has a higher importance score and utility than an eco-label. The tag leads to larger “green segments” valuing sustainability as the most important attribute when buying fish. Furthermore, consumers are willing to pay 23.1% more for fillets with sustainability tags. This is significantly higher than the additional value ascribed to the Marine Stewardship Council (MSC) eco-labelled fillets. The majority of consumers surveyed were unfamiliar with frequently used seafood eco-labels (Aquaculture Stewardship Council (ASC)/MSC). Thus, the increase in WTP is mediated by perceived familiarity, wherein tags are rated higher in familiarity compared to eco-labels.
Publisher
Elsevier
Citation
Sigurdsson V, Larsen NM, Palsdottir RG, Folwarczny M, Menon RV, Fagerstrøm A.F.. Increasing the effectiveness of ecological food signaling: Comparing sustainability tags with eco-labels. Journal of Business Research. 2022;139:1099-1110
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