Are consumers “green” enthusiasts or skeptics? Evidence from nontimber forest products

IF 4 2区 农林科学 Q1 ECONOMICS
Bindu Paudel, Mo Zhou
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引用次数: 0

Abstract

In recent years, in response to consumers' increasing demand for “greener” products due to growing environmental awareness, more and more businesses have turned to eco-labels to assert the environmental benefits of their products or services. However, it remains unclear how consumers' willingness to pay (WTP) varies with different types of eco-labeling, especially concerning food products harvested from forests. In this study, we employ discrete choice modeling to uncover consumers' preferences for “green” maple syrup—syrup made with sap tapped from sustainably managed forests—under four eco-labels: self-claimed, bird-friendly, verified by a voluntary conservation program, and certified by a third-party. Our findings reveal that the WTPs for “green” maple syrup under eco-labels are higher than that for organic maple syrup, except for the third-party certified label. One plausible explanation is that some consumers may perceive sustainability certification as greenwashing, leading them to be skeptical of the claimed benefits.

消费者是 "绿色 "爱好者还是怀疑论者?来自非木材林产品的证据
近年来,随着环保意识的增强,消费者对 "绿色 "产品的需求不断增加,越来越多的企业开始使用生态标签来宣传其产品或服务的环境效益。然而,消费者的支付意愿(WTP)如何随不同类型的生态标签而变化,尤其是关于从森林中采伐的食品,目前仍不清楚。在本研究中,我们采用离散选择模型来揭示消费者对四种生态标签下的 "绿色 "枫糖浆的偏好,这四种标签分别是:自我声明、鸟类友好、自愿保护计划验证和第三方认证。我们的研究结果表明,除第三方认证标签外,生态标签下 "绿色 "枫糖浆的购买意愿高于有机枫糖浆。一个合理的解释是,一些消费者可能认为可持续发展认证是在 "洗绿",从而对其宣称的好处持怀疑态度。
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来源期刊
Forest Policy and Economics
Forest Policy and Economics 农林科学-林学
CiteScore
9.00
自引率
7.50%
发文量
148
审稿时长
21.9 weeks
期刊介绍: Forest Policy and Economics is a leading scientific journal that publishes peer-reviewed policy and economics research relating to forests, forested landscapes, forest-related industries, and other forest-relevant land uses. It also welcomes contributions from other social sciences and humanities perspectives that make clear theoretical, conceptual and methodological contributions to the existing state-of-the-art literature on forests and related land use systems. These disciplines include, but are not limited to, sociology, anthropology, human geography, history, jurisprudence, planning, development studies, and psychology research on forests. Forest Policy and Economics is global in scope and publishes multiple article types of high scientific standard. Acceptance for publication is subject to a double-blind peer-review process.
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