Department of Management

How does consumer knowledge affect environmentally sustainable choices?: Evidence from a cross-country latent class analysis of food labels

Publication: Research - peer-reviewJournal article

DOI

  • Anne O. Peschel
  • Carola Grebitus
    Carola GrebitusMorrison School of Agribusiness, Arizona State UniversityUnited States
  • Bodo Steiner
    Bodo SteinerDepartment of Entrepreneurship and Relationship Management, University of Southern DenmarkDenmark
  • Michele Veeman
    Michele VeemanDepartment of Resource Economics and Environmental Sociology, University of AlbertaCanada
This paper examines consumers' knowledge and lifestyle profiles and preferences regarding two environmentally
labeled food staples, potatoes and ground beef. Data from online choice experiments conducted in Canada and Germany are analyzed through latent class choice modeling to identify theinfluence of consumer knowledge (subjective and objective knowledge as well as usage experience) on environmentally sustainable choices. We find that irrespective of product or country under investigation, high subjective and objective knowledge levels drive environmentally sustainable food choices. Subjective knowledge was found to be more important in this context. Usage experience had relatively little impact on environmentally sustainable choices. Our results suggest that about 20% of consumers in both countries are ready to adopt footprint labels in their food choices. Another 10e20% could be targeted by enhancing subjective knowledge, for example through targeted marketing campaigns
Original languageEnglish
JournalAppetite
Volume106
Pages (from-to)78-91
Number of pages14
ISSN0195-6663
DOIs
StatePublished - 1 Nov 2016
Event143th Joint EAAE/AAEA Seminar - Naples, Italy

Conference

Conference143th Joint EAAE/AAEA Seminar
CountryItaly
CityNaples
Period25/03/201527/03/2015

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ID: 99441848