| Title |
Are consumers "green" enthusiasts or skeptics? Evidence from nontimber forest products |
| ID_Doc |
66597 |
| Authors |
Paudel, B; Zhou, M |
| Title |
Are consumers "green" enthusiasts or skeptics? Evidence from nontimber forest products |
| Year |
2024 |
| Published |
|
| DOI |
10.1016/j.forpol.2024.103302 |
| 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. |
| Author Keywords |
Eco-label; Sustainable forestry; Forest management; Green skepticism; Choice experiment |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:001301883400001 |
| WoS Category |
Economics; Environmental Studies; Forestry |
| Research Area |
Business & Economics; Environmental Sciences & Ecology; Forestry |
| PDF |
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