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

    Access Status
    Fulltext not available
    Authors
    Limnios, E.
    Schilizzi, S.
    Burton, M.
    Ong, A.
    Hynes, Niki
    Date
    2016
    Type
    Journal Article
    
    Metadata
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    Citation
    Limnios, E. and Schilizzi, S. and Burton, M. and Ong, A. and Hynes, N. 2016. Willingness to pay for product ecological footprint: Organic vs non-organic consumers. Technological Forecasting and Social Change. 111: pp. 338-348.
    Source Title
    Technological Forecasting and Social Change
    DOI
    10.1016/j.techfore.2016.05.009
    ISSN
    0040-1625
    School
    Curtin Graduate School of Business
    URI
    http://hdl.handle.net/20.500.11937/37116
    Collection
    • Curtin Research Publications
    Abstract

    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.

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