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Valuations of ‘Sustainably Produced’ Labels on Beef, Tomato, and Apple Products

Published online by Cambridge University Press:  15 September 2016

Glynn T. Tonsor  and
Robert Shupp
Glynn T. Tonsor
Affiliation:
Department of Agricultural, Food and Resource Economics at Michigan State University in East Lansing, Michigan
Robert Shupp
Affiliation:
Department of Agricultural, Food and Resource Economics at Michigan State University in East Lansing, Michigan
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Abstract

This study evaluates consumer perceptions of what “sustainably produced” food labels imply and estimates corresponding demand for products carrying these labels. Results suggest that the typical U.S. consumer is not willing to pay a positive premium for beef, tomatoes, or apple products labeled as “sustainably produced.” Demand is particularly sensitive to inferences consumers make regarding what a “sustainably produced” food label implies. Suggestions for future work and implications of standardizing the definition of sustainability are provided.

Keywords

consumer perceptionscredence labelingproduction practicessustainableU.S. consumer demandwillingness to pay
Type
Contributed Papers
Information
Agricultural and Resource Economics Review , Volume 38 , Issue 3 , December 2009 , pp. 371 - 383
Copyright
Copyright © 2009 Northeastern Agricultural and Resource Economics Association 

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