Should manufacturers use food labels? : the case of chocolate

Berger, Verena; Müller, Steffen; Seiler, Roger

Publication type:	Conference paper
Type of review:	Peer review (abstract)
Title:	Should manufacturers use food labels? : the case of chocolate
Authors:	Berger, Verena Müller, Steffen Seiler, Roger
et. al:	No
Conference details:	48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019
Issue Date:	2019
Publisher / Ed. Institution:	European Marketing Academy
ISBN:	978-3-9821146-0-6
Language:	English
Subjects:	Sustainability; Conjoint analysis; Fairtrade; Choice experiment
Subject (DDC):	338.927: Environmental economics and sustainable development 658.8: Marketing management
Abstract:	Food labels, such as organic labels or fair-trade labels, have proliferated in recent years. Although consumers know such food labels, they often do not know the underlying criteria. Prior research has shown that showing food labels on the packaging increases willingness-to-pay. But it has not investigated whether communicating the underlying criteria would be even better. We use chocolate as an example and show, based on an experiment and a Conjoint Analysis conducted in Switzerland (n=293) that willingness-to-pay is significantly lower for a chocolate that shows food labels than for a chocolate that shows the underlying criteria. We identify “no forced or child labor” and “no pesticides” as the most important underlying criteria. Willingness-to-pay for “noforced or child labor” can be as high as 2.25 CHF. Furthermore, we show that manufacturers can mainly attract two segments with that practice that make up 65 percent of the market.
URI:	http://proceedings.emac-online.org/pdfs/A2019-8396.pdf https://digitalcollection.zhaw.ch/handle/11475/18839
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	Life Sciences and Facility Management School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM) Institute of Natural Resource Sciences (IUNR)
Appears in collections:	Publikationen Life Sciences und Facility Management

Files in This Item:

There are no files associated with this item.

Show full item record

Berger, V., Müller, S., & Seiler, R. (2019). Should manufacturers use food labels? : the case of chocolate. 48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019. http://proceedings.emac-online.org/pdfs/A2019-8396.pdf

Berger, V., Müller, S. and Seiler, R. (2019) ‘Should manufacturers use food labels? : the case of chocolate’, in 48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019. European Marketing Academy. Available at: http://proceedings.emac-online.org/pdfs/A2019-8396.pdf.

V. Berger, S. Müller, and R. Seiler, “Should manufacturers use food labels? : the case of chocolate,” in 48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019, 2019. [Online]. Available: http://proceedings.emac-online.org/pdfs/A2019-8396.pdf

BERGER, Verena, Steffen MÜLLER und Roger SEILER, 2019. Should manufacturers use food labels? : the case of chocolate. In: 48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019 [online]. Conference paper. European Marketing Academy. 2019. ISBN 978-3-9821146-0-6. Verfügbar unter: http://proceedings.emac-online.org/pdfs/A2019-8396.pdf

Berger, Verena, Steffen Müller, and Roger Seiler. 2019. “Should Manufacturers Use Food Labels? : The Case of Chocolate.” Conference paper. In 48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019. European Marketing Academy. http://proceedings.emac-online.org/pdfs/A2019-8396.pdf.

Berger, Verena, et al. “Should Manufacturers Use Food Labels? : The Case of Chocolate.” 48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019, European Marketing Academy, 2019, http://proceedings.emac-online.org/pdfs/A2019-8396.pdf.