Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore
Multidimensional labels have emerged as a potential solution to the proliferation of multi-labelling in the food industry, which often leads to consumer confusion and scepticism. This study examines the performance of the Sustainable Rice Platform (SRP) multidimensional label compared to single-issu...
| Main Authors: | , , , , , , , |
|---|---|
| Format: | Journal Article |
| Language: | Inglés |
| Published: |
Elsevier BV
2025
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10568/179780 |
| _version_ | 1855523704620974080 |
|---|---|
| author | Checco, Julia Demont, Matty Coote, Leonard V. Schulze, Maureen Permani, Risti Nuraeni Muflikh, Yanti Mitchell, Jaquie Aziz, Ammar Abdul |
| author_browse | Aziz, Ammar Abdul Checco, Julia Coote, Leonard V. Demont, Matty Mitchell, Jaquie Nuraeni Muflikh, Yanti Permani, Risti Schulze, Maureen |
| author_facet | Checco, Julia Demont, Matty Coote, Leonard V. Schulze, Maureen Permani, Risti Nuraeni Muflikh, Yanti Mitchell, Jaquie Aziz, Ammar Abdul |
| author_sort | Checco, Julia |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Multidimensional labels have emerged as a potential solution to the proliferation of multi-labelling in the food industry, which often leads to consumer confusion and scepticism. This study examines the performance of the Sustainable Rice Platform (SRP) multidimensional label compared to single-issue labels (Organic, Fairtrade, and World Wildlife Fund) and origin attributes in the rice market. We assessed SRP’s potential to replace or complement existing labelling systems using a discrete choice experiment with 507 German and 361 Singaporean rice consumers, measuring willingness to pay for rice with different label combinations. Results indicate that while SRP’s familiarity and trust lagged most established single-issue labels in both markets, its performance varied by market context. In Singapore’s unsaturated label market, SRP outperformed single-issue labels and origin, whereas in Germany’s saturated market, familiar labels like Fairtrade, Organic or EU origin surpassed SRP. Partial substitution effects occurred when SRP was combined with Organic in both markets, but SRP cannot fully replace the Organic label. Complementary effects emerged when SRP was combined with trustworthy singleissue labels or favourable origin labels. Importantly, multi-labelling with Organic, Fairtrade and WWF labels outperformed the SRP label by almost double in Singapore and triple in Germany, suggesting consumers value multiple simple certifications over a single, complex multidimensional label. These findings contribute to existing literature on multidimensional and multi-labelling scheme effectiveness, revealing market-specific consumer preferences. The results have significant implications for sustainable labelling strategies in the rice industry and can guide policymakers and food companies in developing more effective sustainability communication approaches. |
| format | Journal Article |
| id | CGSpace179780 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Elsevier BV |
| publisherStr | Elsevier BV |
| record_format | dspace |
| spelling | CGSpace1797802026-01-14T02:06:58Z Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore Checco, Julia Demont, Matty Coote, Leonard V. Schulze, Maureen Permani, Risti Nuraeni Muflikh, Yanti Mitchell, Jaquie Aziz, Ammar Abdul consumer behaviour willingness to pay food labelling market research Multidimensional labels have emerged as a potential solution to the proliferation of multi-labelling in the food industry, which often leads to consumer confusion and scepticism. This study examines the performance of the Sustainable Rice Platform (SRP) multidimensional label compared to single-issue labels (Organic, Fairtrade, and World Wildlife Fund) and origin attributes in the rice market. We assessed SRP’s potential to replace or complement existing labelling systems using a discrete choice experiment with 507 German and 361 Singaporean rice consumers, measuring willingness to pay for rice with different label combinations. Results indicate that while SRP’s familiarity and trust lagged most established single-issue labels in both markets, its performance varied by market context. In Singapore’s unsaturated label market, SRP outperformed single-issue labels and origin, whereas in Germany’s saturated market, familiar labels like Fairtrade, Organic or EU origin surpassed SRP. Partial substitution effects occurred when SRP was combined with Organic in both markets, but SRP cannot fully replace the Organic label. Complementary effects emerged when SRP was combined with trustworthy singleissue labels or favourable origin labels. Importantly, multi-labelling with Organic, Fairtrade and WWF labels outperformed the SRP label by almost double in Singapore and triple in Germany, suggesting consumers value multiple simple certifications over a single, complex multidimensional label. These findings contribute to existing literature on multidimensional and multi-labelling scheme effectiveness, revealing market-specific consumer preferences. The results have significant implications for sustainable labelling strategies in the rice industry and can guide policymakers and food companies in developing more effective sustainability communication approaches. 2025-11-29 2026-01-14T01:36:11Z 2026-01-14T01:36:11Z Journal Article https://hdl.handle.net/10568/179780 en Open Access application/pdf Elsevier BV Checco, Julia, Matty Demont, Leonard V. Coote, Maureen Schulze, Risti Permani, Yanti Nuraeni Muflikh, Jaquie Mitchell, and Ammar Abdul Aziz. "Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore." Food Quality and Preference 137 (2025): 105812. |
| spellingShingle | consumer behaviour willingness to pay food labelling market research Checco, Julia Demont, Matty Coote, Leonard V. Schulze, Maureen Permani, Risti Nuraeni Muflikh, Yanti Mitchell, Jaquie Aziz, Ammar Abdul Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore |
| title | Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore |
| title_full | Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore |
| title_fullStr | Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore |
| title_full_unstemmed | Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore |
| title_short | Do consumers prefer multidimensional or multiple single-issue sustainability labels? Evidence from rice markets in Germany and Singapore |
| title_sort | do consumers prefer multidimensional or multiple single issue sustainability labels evidence from rice markets in germany and singapore |
| topic | consumer behaviour willingness to pay food labelling market research |
| url | https://hdl.handle.net/10568/179780 |
| work_keys_str_mv | AT checcojulia doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore AT demontmatty doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore AT cooteleonardv doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore AT schulzemaureen doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore AT permaniristi doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore AT nuraenimuflikhyanti doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore AT mitchelljaquie doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore AT azizammarabdul doconsumersprefermultidimensionalormultiplesingleissuesustainabilitylabelsevidencefromricemarketsingermanyandsingapore |