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Increasing the Sustainability of Ecological Food Signaling: Are Sustainability Tags More Valuable than Eco-Labels and Other Salient Attributes?

46 Pages Posted: 4 Oct 2021 Last revised: 29 Nov 2021 Publication Status: Published

See all articles by Valdimar Sigurdsson

Valdimar Sigurdsson

Reykjavik University

Nils Magne Larsen

University of Tromsø - The Arctic University of Norway

Rakel Gyða Pálsdóttir

Reykjavik University

Michal Folwarczny

Reykjavik University

R. G. Vishnu Menon

Massey University

Asle Fagerstrøm

Kristiania University College

Abstract

The effectiveness of eco-labels has dominated research on ecological food signaling. Building on signaling theory, we investigate the impact of sustainability tags (i.e., unverified sustainability claims) compared to eco-labels (i.e., actual awarded eco-certificates) on consumers’ choices and willingness to pay (WTP). We add to the underdeveloped “non eco-labels” literature on sustainability signaling by documenting that a green sustainability tag had a higher importance score and utility compared to an eco-label. The tag led to larger “green segments” valuing sustainability as the most important attribute when buying salmon fillets. Furthermore, consumers were willing to pay 23.1% more for fillets with sustainability tags. This was significantly higher than the additional value ascribed to fillets with MSC eco-labels. This increase in WTP was mediated by perceived familiarity, where tags were rated higher in familiarity compared to eco-labels. The majority of consumers were unfamiliar with frequently used seafood eco-labels (ASC/MSC).

Keywords: Sustainability signaling, sustainability tags, eco-labels, active retailing, environmental sustainability, multi-attribute decision making

Suggested Citation

Sigurdsson, Valdimar and Larsen, Nils Magne and Pálsdóttir, Rakel Gyða and Folwarczny, Michal and Menon, R. G. Vishnu and Fagerstrøm, Asle, Increasing the Sustainability of Ecological Food Signaling: Are Sustainability Tags More Valuable than Eco-Labels and Other Salient Attributes?. Available at SSRN: https://ssrn.com/abstract=3935501

Valdimar Sigurdsson (Contact Author)

Reykjavik University ( email )

Ofanleiti 2
Reykjavik, 103
Iceland

Nils Magne Larsen

University of Tromsø - The Arctic University of Norway ( email )

UiT Norges arktiske universitet
Postboks 6050 Langnes
Tromsø, 9037
Norway

Rakel Gyða Pálsdóttir

Reykjavik University ( email )

Ofanleiti 2
Reykjavik, 103
Iceland

Michal Folwarczny

Reykjavik University ( email )

Ofanleiti 2
Reykjavik, 103
Iceland

R. G. Vishnu Menon

Massey University ( email )

Private Bag 11 222
Palmerston North, 4442
New Zealand

Asle Fagerstrøm

Kristiania University College ( email )

Prinsens gate 7-9
Oslo, 0152
Norway

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