RT Journal Article
SR Electronic
T1 Measuring Motivations for Choosing Ecolabeled Seafood: Environmental Concerns and Warm Glow
JF Land Economics
JO Land Econ
FD University of Wisconsin Press
SP 641
OP 654
DO 10.3368/le.97.3.641
VO 97
IS 3
A1 Bronnmann, Julia
A1 Stoeven, Max Thilo
A1 Quaas, Martin
A1 Asche, Frank
YR 2021
UL http://le.uwpress.org/content/97/3/641.abstract
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.