Demand for carbon-neutral food – evidence from a Discrete Choice Experiment for milk and apple juice
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To internalize climate-related external costs from agricultural production and food consumption Pigou
taxes and carbon credits increase private costs for food. Voluntary consumer choices for carbon-neutral
food can be advantageous over such policy measures since they avoid higher food prices for the poor.
We empirically analyze consumers’ willingness-to-pay for hypothetical carbon-reduced as well as
carbon-neutral milk and apple juice. Data are collected in Discrete Choice Experiments in a German
supermarket. Estimates reveal a substantial price premium for the carbon-neutral products which is
probably sufficient to cover the products’ extra costs, including the purchase of carbon credits. The
premiums are around 0.20 € per liter milk and 0.30 € per liter apple juice. Although the external validity
of stated-preference methods is limited the willingness-to-pay measures for organic milk and juice as
well as for different real-world labels in our experiment are similar to real-world price premiums.