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Reduction of carbon intensity of high volume grocery products is potentially a major contributor in meeting climate targets. In a choice experiment concerning fruit purchase decisions in the United Kingdom and Japan, this study estimates consumer willingness to pay for sustainability attributes of production alongside vitamin content, including water use efficiency, waste and packaging, and carbon emissions. Results indicate that sustainability attributes significantly influence consumers’ fruit purchase decisions. Preferences are found to be very similar between countries, with reduction of carbon emissions the most valued sustainability attribute by both UK and Japanese consumers and increased vitamin content the least. This study’s findings provide implications for carbon emission labeling development in the context of international food supply chains, and primary sector strategy encouraging initiatives to improve environmental performance domestically

Valuing Preferences for Environmental Sustainability in Fruit Production by United Kingdom and Japanese Consumers