Anders Biel and Gunne Grankvist
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…
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.
Details
Keywords
Gunne Grankvist, Hans Lekedal and Maarit Marmendal
The purpose of this article is to study whether preference for a product increased, or decreased, as a consequence of information that the product was either eco‐ or fair trade…
Abstract
Purpose
The purpose of this article is to study whether preference for a product increased, or decreased, as a consequence of information that the product was either eco‐ or fair trade labelled. An additional purpose was to investigate associations between importance attached to values and preference for eco‐ and fair‐trade labelled food products.
Design/methodology/approach
Effects of information that orange juice was either eco‐ or fair trade labelled were studied in an experimental setting, with a sample of Swedish students. Importance attached to values was measured with the list of values (LOV) scale. Taste preference was the evaluated aspect.
Findings
No significant effects of the experimental manipulation were observed. Attaching greater importance to the value “warm relationships with others” was associated with a more favourable rating of the taste of both eco‐ and fair‐trade labelled juices. The value “security” was positively associated with an increased taste preference for the group exposed to the fair trade, but not the eco, label.
Originality/value
This paper provides knowledge about the characteristics of environmentally and ethically concerned consumers.