Sensory & Cognitive Food Science Laboratory, National Food Research Institute, Tsukuba, Ibaraki, Japan.
Appetite. 2010 Oct;55(2):271-8. doi: 10.1016/j.appet.2010.06.013. Epub 2010 Jun 25.
We aimed to explore the interactive effects of the accessibility of information and the degree of carbon footprint score on consumers' value judgments of food products. Participants (n=151, undergraduate students in Japan) rated their maximum willingness to pay (WTP) for four food products varying in information accessibility (active-search or read-only conditions) and in carbon footprint values (low, middle, high, or non-display) provided. We also assessed further effects of information accessibly and carbon footprint value on other product attributes utilizing the subjective estimation of taste, quality, healthiness, and environmental friendliness. Results of the experiment demonstrated an interactive effect of information accessibility and the degree of carbon emission on consumer valuation of carbon footprint-labeled food. The carbon footprint value had a stronger impact on participants' WTP in the active-search condition than in the read-only condition. Similar to WTP, the results of the subjective ratings for product qualities also exhibited an interactive effect of the two factors on the rating of environmental friendliness for products. These results imply that the perceived environmental friendliness inferable from a carbon footprint label contributes to creating value for a food product.
我们旨在探讨信息获取的便捷程度和碳足迹评分的程度对消费者对食品价值判断的交互影响。参与者（n=151，日本的本科生）对他们对四种食品的最大意愿支付（WTP）进行了评分，这些食品在信息获取便捷程度（主动搜索或只读条件）和碳足迹值（低、中、高或不显示）方面有所不同。我们还利用对味道、质量、健康和环境友好性的主观估计，评估了信息获取便捷程度和碳足迹值对其他产品属性的进一步影响。实验结果表明，信息获取便捷程度和碳排放程度对消费者对碳足迹标签食品的评估存在交互影响。在主动搜索条件下，碳足迹值对参与者 WTP 的影响比在只读条件下更强。与 WTP 类似，产品质量的主观评价结果也表现出这两个因素对产品环境友好性评价的交互作用。这些结果表明，从碳足迹标签推断出的环境友好性感知有助于为食品产品创造价值。
