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Willingness to pay for product ecological footprint: Organic vs non-organic consumers


Limnios, EM and Schilizzi, SGM and Burton, M and Ong, A and Hynes, N, Willingness to pay for product ecological footprint: Organic vs non-organic consumers, Technological Forecasting and Social Change, 111 pp. 338-348. ISSN 0040-1625 (2016) [Refereed Article]

Copyright Statement

Copyright 2016 Elsevier Inc.

DOI: doi:10.1016/j.techfore.2016.05.009


The problem of environmental degradation is large and widespread, with consumption of food being a major contributor to a households' ecological impact. The Product Ecological Footprint (PEF) is a new information management process of "self-improving" accuracy that enables producers to quantify product environmental impact. This study addresses two key questions; consumer willingness to pay and application readiness for PEF. We use choice experiments to identify the value consumers place on PEF as a label. We then examine data availability, information processing systems and accreditation protocols that would be required to support a market-wide application of PEF. Findings highlight an opportunity to influence the behaviour of the larger market segment of conventional (non-organic) consumers. Further research is required into the interaction between PEF and organics, PEF and origin, marketing and branding of the label, for market wide applications to be considered. A key question emerges as to whether PEF requires a different application platform than a voluntary eco-label scheme to instigate behavioural change.

Item Details

Item Type:Refereed Article
Keywords:willingness to pay, sustainable, green, consumer
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Hynes, N (Dr Niki Hynes)
ID Code:124077
Year Published:2016
Web of Science® Times Cited:12
Deposited By:TSBE
Deposited On:2018-02-08
Last Modified:2018-04-05

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