The effect of environmental information on professional purchasers ' preference for food products
Abstract
Purpose
The purpose of this study is to examine how variation in product information about environmental consequences could make professional food purchasers inclined to choose more environmentally friendly alternatives.
Design/methodology/approach
In an internet-based experiment, the paper systematically varies environmental and price information about food products and measures the effects on product choice. In addition, the paper varies the condition of choice.
Findings
More complex and detailed environmental information, compared with simpler and less detailed information, was paired with a stronger preference for environmentally benign products. This effect was accentuated when the task was to minimize costs compared with that to promote the environment. Negative information, which is bad for the environment, had a stronger effect than positive information.
Originality/value
The research shows that detailed information emphasising potentially destructive environmental consequences may promote the choice of environmentally sustainable products among professional purchasers.
Keywords
Acknowledgements
This research was financially supported by grants from The Foundation for Strategic Environmental Research (www.mistra-research.se) to the research program e-info (www.e-info.se). Correspondence and reprint requests should be addressed to Anders Biel, Department of Psychology, University of Gothenburg, PO Box 500, SE 405 30 Göteborg, Sweden. E-mail: Anders.Biel@psy.gu.se
Citation
Biel, A. and Grankvist, G. (2010), "The effect of environmental information on professional purchasers ' preference for food products", British Food Journal, Vol. 112 No. 3, pp. 251-260. https://doi.org/10.1108/00070701011029129
Publisher
:Emerald Group Publishing Limited
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