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Got green milk?

a field experimental trial of consumer demand for a climate label

Elofsson, Katarina and Matsdotter, Elina and Arntyr, Johan (2014). Got green milk? Uppsala: (NL, NJ) > Dept. of Economics, Sveriges lantbruksuniversitet. Working paper series / Swedish University of Agricultural Sciences, Department of Economics ; 2014:02
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Abstract

A majority of consumers claim to prefer climate-labelled food over non-labelled alternatives. However, there is limited empirical evidence that such labels actually influence consumer behaviour when shopping.The purpose of this study is to investigate whether qualitative information about a voluntary climate labelling scheme affects the demand for milk in the short run.In a randomized field experiment conducted in 17 retail stores in Sweden, the effects of a climate label on milk demand was measured. Results suggest that climate labelling increased demand for medium-fat climate labelled milk by approximately 7%.The response is significantly smaller than suggested by consumer surveys but larger than that observed in earlier studies of actual purchasing behaviour where quantitative information on climate impact was provided.

Authors/Creators:Elofsson, Katarina and Matsdotter, Elina and Arntyr, Johan
Title:Got green milk?
Subtitle:a field experimental trial of consumer demand for a climate label
Series/Journal:Working paper series / Swedish University of Agricultural Sciences, Department of Economics (1401-4068)
Year of publishing :2014
Number:2014:02
Number of Pages:27
Place of Publication:Uppsala
Publisher:Institutionen för ekonomi, Sveriges lantbruksuniversitet
ISSN:1401-4068
Language:English
Publication Type:Report
Article category:Other scientific
Full Text Status:Public
Agris subject categories.:E Economics, development, and rural sociology > E10 Agricultural economics and policies
E Economics, development, and rural sociology > E73 Consumer economics
Q Food science > Q04 Food composition
Subjects:(A) Swedish standard research categories 2011 > 5 Social Sciences > 502 Economics and Business > Economics
(A) Swedish standard research categories 2011 > 1 Natural sciences > 105 Earth and Related Environmental Sciences > Climate Research
Agrovoc terms:milk, demand, product labelling, consumer behaviour, product labelling, climate
Keywords:climate labelling, milk, demand
URN:NBN:urn:nbn:se:slu:epsilon-e-1796
Permanent URL:
http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-e-1796
ID Code:11024
Faculty:NJ - Fakulteten för naturresurser och jordbruksvetenskap
Department:(NL, NJ) > Dept. of Economics
Deposited By: SLUpub Connector
Deposited On:03 Mar 2014 11:46
Metadata Last Modified:02 Dec 2014 11:05

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