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: EMAC 48th Annual Conference, Hamburg, May 27-28, 2019
Issue Date: 2019
Publisher / Ed. Institution: European Marketing Academy
Publisher / Ed. Institution: Hamburg
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.
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

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