metadata only access

https://hdl.handle.net/2115/87744

Flagship species and certification types affect consumer preferences for wildlife-friendly rice labels

英語

Staple food

2023-02

Elsevier

Ecological Economics

204

107691

Wildlife-friendly food labels are used to reduce information asymmetry and thus enhance agrobiodiversity conservation via marketing mechanisms. The labels make different claims depending on the certification requirements and conservation targets. However, little is known about consumer preferences for the different claims on the labels. Here, we evaluated consumer preferences for wildlife-friendly labels, with a focus on inputand outcome-based claims, by applying a choice experiment. Our results showed that consumers preferred fish labels with outcome claims to those with input claims; in contrast, consumer utility was not increased by outcome claims but by input claims in bird labels. The differences in preferences for certification requirements and for flagship species highlight the importance of strategic certification and labelling in encouraging people to conserve biodiversity. Our empirical evidence provides insights to balance biodiversity conservation with food security through conservation marketing.

学術雑誌論文

Version of Record

0921-8009