PT  - JOURNAL ARTICLE
AU  - Bronnmann, Julia
AU  - Stoeven, Max Thilo
AU  - Quaas, Martin
AU  - Asche, Frank
TI  - Measuring Motivations for Choosing Ecolabeled Seafood: Environmental Concerns and Warm Glow
AID  - 10.3368/le.97.3.641
DP  - 2021 Aug 01
TA  - Land Economics
PG  - 641--654
VI  - 97
IP  - 3
4099  - http://le.uwpress.org/content/97/3/641.short
4100  - http://le.uwpress.org/content/97/3/641.full
SO  - Land Econ2021 Aug 01; 97
AB  - Ecolabels are supposed to reduce the information asymmetry between producers and consumers, but they may also produce a warm glow of “green” behavior. We design discrete choice experiments to measure the relative importance of these motivations for choosing ecolabeled seafood products. We find that choice probability increases if the product carries an ecolabel, but the magnitude of this effect depends on the information provided about the sustainability of the product. Overall, we attribute 63% of the ecolabel’s original effect on choice probability to consumer demand for sustainable products, and a further 24% to warm glow.