| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Consumer’s thoughts about and willingness to pay for traffic-light labeled food and financial products
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| Autores: |
Drescher, Larissa S.
Stephan, Marette
Roosen, Jutta
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| Data: |
2012-05-01
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| Ano: |
2012
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| Palavras-chave: |
Food Consumption/Nutrition/Food Safety
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| Resumo: |
Paper removed at the request of the primary author, October 2013. Please contact them for further information.
Recently, the stakeholders in the financial industry picked up the idea used in the food sector to label products with traffic-lights. Traffic-lights are not undisputable in either sector. The goal of this paper is to analyze consumer thoughts about this labeling type. Moreover, using the results of a split sample choice experiment the impact of traffic-light labeling on food and financial product purchases is evaluated. It shows that while consumers believe that traffic-lights are helpful in evaluating the risks and benefits associated with (food and financial) products, support for traffic-lights is higher in the food sample. On financial products, consumers’ associate simplicity with traffic-lights, but doubt that they increase the credibility of products. Results of a mixed-logit estimation indicate that traffic-lights affect consumers’ purchases of both product groups. The low-fat attribute has no significant impact on food choices without traffic-lights, but has a positive impact on choices once signalled with a traffic-light label. Consumer evaluate products carrying an organic product label positively, but if the product is additionally labeled with a traffic-light, evaluation becomes negative hinting towards a substitution effect between the organic and the TL label. Considering financial products, traffic-lights lead to a halo-effect for the variance of returns. When no traffic-lights are on the product, consumer chose a product with a high variance of returns less often but more often if the product is labelled with a traffic-light.
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| Tipo: |
Presentation
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| Idioma: |
Inglês
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| Identificador: |
http://purl.umn.edu/123200
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| Relação: |
Agricultural and Applied Economics Association>2012 AAEA/EAAE Food Environment Symposium
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| Formato: |
25
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