Consumer Preferences for Sustainably Produced Bananas: A Discrete Choice Experiment
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Even though sustainability has become an omnipresent mega-trend, very little related research has been done in Europe. The objective of the present paper is to discover consumers’ perceptions concerning sustainably produced bananas. To this end, 316 German consumers participated in a discrete choice experiment and filled in a questionnaire. The results confirm that trust in the standard setter plays a particularly important role for the success of a label. Generally there is need for further simplification and information.