Are labels delivering what they intend? Explicit value of fair-trade labels versus implicit value of fair trade characteristics
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
While consumers are increasingly interested in the ethical characteristics of food
products, market shares of these products remains low. So far, not much research has been
directed towards the efficacy of labels. Using incentive compatible stated choice experiments
in a natural consumer environment, we show that dispersion exists between the explicit value
of a fair trade label and the implicit values attached to the underlying characteristics of the
label. Our findings thus imply that linking the fair trade label closer with peoples’ values
provides opportunities to expand the fair trade market.