Applied Economics Department, Oregon State University, Corvallis, Oregon, United States of America.
Charles H. Dyson School of Applied Economics and Management, Cornell University, Ithaca, New York, United States of America.
PLoS One. 2019 Jun 26;14(6):e0217934. doi: 10.1371/journal.pone.0217934. eCollection 2019.
Absence labels promote the absence of a particular ingredient or production practice. Consumers usually perceive organic labels as an umbrella absence label for a variety of ingredients and production practices. Such organic labels often use similar language but are based on different certification requirements. For example, both organic wine and wine made with organic grapes are available to U.S. consumers, but little is known about consumer preferences for such labeled products when information about the certification standards is available. Moreover, while absence labels, which advertise the absence of certain attributes or practices, are prevalent on the market, little is known about how information on conventional production practices impacts consumer behavior. Using an artefactual experiment with 128 adult non-student participants, we investigate consumer demand for conventional wine, organic wine, and wine made with organic grapes when information about production standards is provided to participants with and without details regarding conventional winemaking practices. We find that while both organic labels carry a significant and very similar willingness-to-pay (WTP) premium, information about certification standards and conventional wine making practices can reduce WTP for all wines. Providing information about the two organic certification standards reduces consumer WTP for both absence labeled and conventional wine categories. This effect largely disappears for organic wine, but not wine made with organic grapes, when information about conventional wine-making practices is also provided.
无标签宣传某种成分或生产实践的不存在。消费者通常将有机标签视为各种成分和生产实践的总体无标签。此类有机标签通常使用类似的语言，但基于不同的认证要求。例如，有机葡萄酒和用有机葡萄酿造的葡萄酒均可向美国消费者提供，但在提供认证标准信息的情况下，对于此类贴标产品，消费者的偏好鲜为人知。此外，虽然市场上存在宣传某些属性或实践不存在的无标签，但对于关于传统生产实践的信息如何影响消费者行为，人们知之甚少。本文使用 128 名成年非学生参与者的人工实验，研究了当向参与者提供有关生产标准的信息时，他们对传统葡萄酒、有机葡萄酒和用有机葡萄酿造的葡萄酒的需求，这些信息包括和不包括有关传统酿酒实践的详细信息。我们发现，虽然两个有机标签都具有显著且非常相似的支付意愿溢价，但有关认证标准和传统酿酒实践的信息会降低所有葡萄酒的支付意愿。提供关于两个有机认证标准的信息会降低消费者对无标签和传统葡萄酒类别的支付意愿。当提供有关传统酿酒实践的信息时，这种影响在有机葡萄酒上基本消失，但在使用有机葡萄酿造的葡萄酒上没有消失。
