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...
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