| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Are Consumers Color Blind?: an empirical investigation of a traffic light advisory for sustainable seafood
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| Autores: |
Hallstein, Eric
Villas-Boas, Sofia Berto
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| Data: |
2009-07-31
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| Ano: |
2009
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| Palavras-chave: |
Sustainable seafood
Fisheries crisis
FishWise
Traffic light advisory
Mercury
Consumer/Household Economics
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| Resumo: |
This paper empirically investigates consumer response to a traffic light advisory for environmentally sustainable seafood, which was implemented in the seafood department of a regional supermarket chain in the United States. Green meant 'best choice'; yellow meant 'proceed with caution'; red meant 'worst choice'. Using a unique product-level panel scanner data set capturing sales information for 2 treatment stores and 8 nearby control stores, we apply a difference-in-differences identification strategy to estimate the impact of color-coded labels on consumers' purchases. We find that the advisory leads to no significant difference in total seafood sales. Green sales significantly increase an average of 29% per week; yellow sales significantly decrease an average of 27% per week; red sales show no significant difference in sales. Green products on a mercury safe list had the greatest increase in sales whereas yellow products not on the mercury safe list had the largest drop in sales.
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| Tipo: |
Working Paper
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| Idioma: |
Inglês
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| Identificador: |
http://purl.umn.edu/120535
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| Relação: |
University of California, Berkeley>Department of Agricultural and Resource Economics>CUDARE Working Papers
CUDARE Working Papers
1088
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| Formato: |
37
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