| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | Should manufacturers use food labels? : the case of chocolate |
| Autor/-in: | Berger, Verena Müller, Steffen Seiler, Roger |
| et. al: | No |
| Angaben zur Konferenz: | 48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019 |
| Erscheinungsdatum: | 2019 |
| Verlag / Hrsg. Institution: | European Marketing Academy |
| ISBN: | 978-3-9821146-0-6 |
| Sprache: | Englisch |
| Schlagwörter: | Sustainability; Conjoint analysis; Fairtrade; Choice experiment |
| Fachgebiet (DDC): | 338.927: Umweltökonomie und nachhaltige Entwicklung 658.8: Marketingmanagement |
| Zusammenfassung: | 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 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | Life Sciences und Facility Management School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) Institut für Umwelt und Natürliche Ressourcen (IUNR) |
| Enthalten in den Sammlungen: | Publikationen Life Sciences und Facility Management |
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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.
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