Department of Management

Voluntary food labeling: The additive effect of “free from” labels and region of origin

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

DOI

  • Carola Grebitus, Arizona State University, United States
  • Anne Odile Peschel
  • Renée Shaw Hughner, Arizona State University, United States

This study analyzes the effect of voluntary food labeling, with focus on genetically modified organisms (GMO), pesticide usage, and region of origin. We focus on Medjool dates because though U.S. production of this crop has rapidly grown in recent years, no research exists related to consumers’ preferences and WTP for this crop. We conducted online choice experiments with a sample of over 1,400 consumers from the U.S. to determine WTP for production and region of origin labeling accounting for simultaneous versus individual labeling. Results indicate consumers prefer dates grown in Arizona over dates not labeled for region of origin. Also, pesticide-free and GMO-free dates are preferred, with pesticide-free having a larger impact on choices. Furthermore, accounting for interactions between these two labels reveals that they can be considered subadditive in that labeling the product with both designations reduces WTP relative to “pesticide-free” labeling only. [EconLit citations: M31, Q13].

Original languageEnglish
JournalAgribusiness
Volume34
Issue4
Pages (from-to)714-727
Number of pages14
ISSN0742-4477
DOIs
Publication statusPublished - 2018

    Research areas

  • CONSUMER PREFERENCES, GENETICALLY-MODIFIED FOOD, GM, INFORMATION, METAANALYSIS, MODEL, PESTICIDE-FREE, SAFETY, VALUATION, WILLINGNESS-TO-PAY

See relations at Aarhus University Citationformats

ID: 125264867