Department of Management

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

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  • Anne O. Peschel
  • Carola Grebitus, Morrison School of Agribusiness, Arizona State University, United States
  • Bodo Steiner, Department of Entrepreneurship and Relationship Management, University of Southern Denmark, Denmark
  • Michele Veeman, Department of Resource Economics and Environmental Sociology, University of Alberta, Canada
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
Pages (from-to)78-91
Number of pages14
Publication statusPublished - 1 Nov 2016
Event143th Joint EAAE/AAEA Seminar: Consumer Behavior in a Changing World: Food, Culture, Society - Naples, Italy
Duration: 25 Mar 201527 Mar 2015


Conference143th Joint EAAE/AAEA Seminar

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ID: 99441848