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Does Local Labeling Complement or Compete with Other Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claim
Author(s) -
Onozaka Yuko,
McFadden Dawn Thilmany
Publication year - 2011
Publication title -
american journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.949
H-Index - 111
eISSN - 1467-8276
pISSN - 0002-9092
DOI - 10.1093/ajae/aar005
Subject(s) - fair trade , carbon footprint , certification , sustainability , conjoint analysis , production (economics) , value (mathematics) , business , complement (music) , joint (building) , differential (mechanical device) , economics , environmental economics , microeconomics , international trade , greenhouse gas , statistics , mathematics , chemistry , aerospace engineering , architectural engineering , ecology , engineering , biology , biochemistry , management , complementation , preference , gene , phenotype
As a way to explore the increasing use of sustainability labels in the marketplace, this study analyzes the differential values and interactive effects of sustainable production claims (organic, fair trade, and carbon footprint) and location claims through a conjoint choice experiment included in a 2008 U.S. survey. Locally grown is the highest valued claim, and its value is further enhanced with fair trade certification, but carbon‐intensive local products are discounted more severely than those sourced from other locations. Some negatively valued claims (imports and carbon footprint) can be mitigated by combining them with other claims (organic and fair trade).