Designing a stated choice survey to study food product eco-labels

Iain Pardoe

Abstract

Eco-labels were first introduced to the U.S. in the early 1970s to certify organic fruits and vegetables. These labels have evolved since then to represent various aspects of sustainable agricultural practices, environmental health, wildlife preservation, etc. This article describes the design of a large-scale stated choice survey to investigate consumer reactions to eco-label characteristics such as price premiums, pesticide use, environmental practices, and certification, for two common food products, apples and eggs. This work is part of a multi-year, multi-site project to study demand impacts and implementation of eco-labels funded by the U.S. Department of Agriculture.

Key Words: agricultural economics, discrete choice, environment, marketing, multinomial logit, sustainability.

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Last updated: October 19, 2006


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© 2006, Iain Pardoe, Lundquist College of Business, University of Oregon

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