Consumer Preference Heterogeneity and Preference Segmentation: The Case of Ecolabeled Salmon in Danish Retail Sales
Consumer Preference Heterogeneity and Preference Segmentation: The Case of Ecolabeled Salmon in Danish Retail Sales
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消费者偏好异质性和偏好细分：丹麦零售业生态标签三文鱼案例
DOI：
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发表时间：
2020
影响因子：
2.9
通讯作者：
R. Nielsen
中科院分区：
文献类型：
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作者：
Isaac Ankamah;F. Asche;Julia Bronnmann;M. Nielsen;R. Nielsen
近年来，可持续生产的食品的受欢迎程度迅速增长。生态标签用于表明产品的环境可持续性，并已在海产品市场实施，主要的生态标签是海洋管理理事会为野生鱼类制定的生态标签。然而，生态标签在消费者决策中的作用在实际购买行为方面仍然不清楚。本研究分析了来自丹麦家庭面板的扫描仪数据，使用随机参数和潜在类logit模型来识别生态标签的影响，以解释消费者异质性。结果表明，大量的消费者偏好异质性方面的重要鲑鱼属性。三文鱼的属性，赋予方便家庭鱼类消费似乎是非常重要的消费者的选择。生态标签对家庭决策有显著影响，但大多数消费者更有可能选择无标签产品，这可能是由于生态标签产品的可获得性较低。确定了五个消费者群体，揭示了一个消费者群体对有机标记鲑鱼的偏好，包括15%的家庭。然而，MSC标记鲑鱼的消费者细分尚未确定。这意味着，管理层可以依靠一部分消费者在鲑鱼养殖中实施有机原则，但由于不确定的混杂影响，对可持续鲑鱼捕捞的偏好是不确定的。
Popularity of sustainably produced food products has grown rapidly in recent years. Ecolabels are used to indicate the environmental sustainability of products and have been implemented in the seafood market, with the leading ecolabel being that of the Marine Stewardship Council (MSC) for wild fish. However, the effect of ecolabels in consumer decision making remains unclear in regard to actual purchasing behavior. This study analyzes scanner data from a household panel in Denmark, accounting for consumer heterogeneity using random parameter and latent class logit models to identify the effect of ecolabels. The results indicate substantial consumer preference heterogeneity with respect to important salmon attributes. Salmon attributes that confer convenience to household fish consumption appear to be very important in consumer choices. Ecolabeling has a significant effect on household decision making, but the majority of consumers are more likely to choose non-labeled products, which may be due to the low availability of ecolabeled products. Five consumer segments are identified, revealing one consumer segment with a preference for organic labeled salmon, comprising 15% of households. However, a consumer segment for MSC-labeled salmon is not identified. The implication is that management can rely on a segment of consumers to implement organic principles in salmon farming, but the preference for sustainable salmon fishing is inconclusive due to uncertain confounding effects.