DIFFERENTIATING “SUSTAINABLE” FROM “ORGANIC” AND “LOCAL” FOOD CHOICES: DOES INFORMATION ABOUT CERTIFICATION CRITERIA HELP CONSUMERS?
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his paper seeks to estimate the effect of different certification claims on consumer preferences for food labeled as “sustainable”, “organic”, or “local”. The first phase of analysis estimates the effect of information provision about detailed certification standards on choice over eco-labeled food products. The second phase estimates the marginal effect of certification level on the probability of choosing a product with a given label. Finally, the third phase of analysis compares willingness to pay for each eco-label, providing insight into perceived value trade-offs. Results suggest weak differentiation between labels but potential for capturing price premiums with government-backed certification claims