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Article Dans Une Revue International Journal on Food System Dynamics Année : 2021

ROLE OF SUSTAINABILITY ATTRIBUTES AND PRICE IN DETERMINING CONSUMERS' FRUIT PERCEIVED VALUE

Marco Medici
Luca Di Noto
  • Fonction : Auteur

Résumé

This work analyses consumers' behaviour and attitudes toward products characterised by a reduced environmental impact in terms of carbon footprint (CF). Value perception was measured using a contingent valuation approach, asking consumers to state their willingness to accept (WTA) monetary compensation for a product exchange offer, particularly fruit characterised by a higher CF in place of fruit characterised by a lower CF. Field experiments were conducted to determine consumers WTA as well as factors affecting the choice. Consumers were hypothetically endowed with a punnet of fruit produced with innovative, low CF farming methods and were offered to exchange it with a punnet of regular fruit. Variables representing consumer fruit consumption habits, consumer attitude and concern towards the environment, and socio-demographics were chosen to represent factors that motivate consumers' value perception of environmentally-friendly fruit. The scale of green consumption values (GCVs) was used to model consumer concern towards the environment. Results showed that demographics affect the perceived value of fruit characterised by a lower CF and that consumers' preference for lower CF products is associated with fruit consumption habits and environmental concerns. At the same time, a positive relationship with CF levels needs further investigation.
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Dates et versions

hal-04203434 , version 1 (11-09-2023)

Identifiants

Citer

Marco Medici, Luca Di Noto, Maurizio Canavari. ROLE OF SUSTAINABILITY ATTRIBUTES AND PRICE IN DETERMINING CONSUMERS' FRUIT PERCEIVED VALUE. International Journal on Food System Dynamics, 2021, 4, ⟨10.18461/ijfsd.v12i4.93⟩. ⟨hal-04203434⟩
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