Consumer attitudes and value perception for fruit with a lower carbon footprint

Maurizio Canavari, Marco Medici, Luca Di Noto


This work analyses consumers' attitudes for products characterised by a reduced environmental impact on carbon footprint (CF). Value perception was measured using a contingent valuation approach, asking consumers to state their willingness to accept (WTA) monetary compensation for a product exchange offer. Consumers were hypothetically endowed with a punnet of fruit produced with innovative, low CF farming methods and was offered to exchange it with a punnet of regular fruit. Results showed that demographics affect the value associated with fruit with a lower CF and that consumers' preference for lower CF products is associated with fruit consumption habits and environmental concern. At the same time, a positive relationship with CF levels needs further investigation.

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ISSN 2194-511X


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