Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text
Growing consumer awareness about the environmental impact of their food purchase decisions means having to create labels that better communicate sustainability aspects. The aim of this study is to explore consumers’ responses to “sustainable irrigation” (SI)-labeled wine. To this end, the effect of...
| Autores principales: | , , , |
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| Formato: | article |
| Lenguaje: | Inglés |
| Publicado: |
MDPI
2022
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| Materias: | |
| Acceso en línea: | http://hdl.handle.net/20.500.11939/8152 https://www.mdpi.com/2073-4395/12/3/685 |
| _version_ | 1855032738650783744 |
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| author | Fernández-Serrano, Paula Tarancón, Paula Bonet, Luis Besada, Cristina |
| author_browse | Besada, Cristina Bonet, Luis Fernández-Serrano, Paula Tarancón, Paula |
| author_facet | Fernández-Serrano, Paula Tarancón, Paula Bonet, Luis Besada, Cristina |
| author_sort | Fernández-Serrano, Paula |
| collection | ReDivia |
| description | Growing consumer awareness about the environmental impact of their food purchase decisions means having to create labels that better communicate sustainability aspects. The aim of this study is to explore consumers’ responses to “sustainable irrigation” (SI)-labeled wine. To this end, the effect of two label factors, SI claims (no SI info, logo, and text), and their position (front- vs. back-labels) on consumer choice, reasons for choice, perceived sustainability, and willingness-to-pay is determined. Moreover, we determine, for the first time, for SI claims, the relationship between consumer choice and paid attention. Our results reveal that almost 90% of the 408 consumers participating in this study show an interest in the SI-labeled wines. The main reason for choosing the SI-labeled wines rather than the control (no SI info-label) was the following: ‘I think it’s more environmentally friendly’, with an increase of two points on a nine-point sustainability perception scale. Consumers prefer the logo-label to the text-label, mainly because they find it more attractive, and a close relationship between paid attention and product choice probability is determined. The vast majority of consumers are willing to pay an extra cost of 15% or more for SI-labeled wine vs. the control. These results have relevant implications for the industry because they show that the SI logo is a useful way to draw consumers’ attention to the sustainability of irrigation practices and positively affect their choice. Our findings indicate that this way of differentiating the product in the market can contribute to compensating the economic cost of implanting SI practices. |
| format | article |
| id | ReDivia8152 |
| institution | Instituto Valenciano de Investigaciones Agrarias (IVIA) |
| language | Inglés |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | MDPI |
| publisherStr | MDPI |
| record_format | dspace |
| spelling | ReDivia81522025-04-25T14:48:46Z Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text Fernández-Serrano, Paula Tarancón, Paula Bonet, Luis Besada, Cristina Attention Labels Willingness to pay Logo E73 Consumer economics P01 Nature conservation and land resources E70 Trade, marketing and distribution Q80 Packaging Sustainability Product labelling Irrigation Consumer preferences Growing consumer awareness about the environmental impact of their food purchase decisions means having to create labels that better communicate sustainability aspects. The aim of this study is to explore consumers’ responses to “sustainable irrigation” (SI)-labeled wine. To this end, the effect of two label factors, SI claims (no SI info, logo, and text), and their position (front- vs. back-labels) on consumer choice, reasons for choice, perceived sustainability, and willingness-to-pay is determined. Moreover, we determine, for the first time, for SI claims, the relationship between consumer choice and paid attention. Our results reveal that almost 90% of the 408 consumers participating in this study show an interest in the SI-labeled wines. The main reason for choosing the SI-labeled wines rather than the control (no SI info-label) was the following: ‘I think it’s more environmentally friendly’, with an increase of two points on a nine-point sustainability perception scale. Consumers prefer the logo-label to the text-label, mainly because they find it more attractive, and a close relationship between paid attention and product choice probability is determined. The vast majority of consumers are willing to pay an extra cost of 15% or more for SI-labeled wine vs. the control. These results have relevant implications for the industry because they show that the SI logo is a useful way to draw consumers’ attention to the sustainability of irrigation practices and positively affect their choice. Our findings indicate that this way of differentiating the product in the market can contribute to compensating the economic cost of implanting SI practices. 2022-05-24T14:28:17Z 2022-05-24T14:28:17Z 2022 article publishedVersion Fernández-Serrano, P., Tarancón, P., Bonet, L. & Besada, C. (2022). Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text. Agronomy, 12(3), 685. 2073-4395 (eISSN) http://hdl.handle.net/20.500.11939/8152 10.3390/agronomy12030685 https://www.mdpi.com/2073-4395/12/3/685 en info:eu-repo/grantAgreement/ERDF/PCV2021-2027/52201/EU/Relanzando la agroalimentación valenciana para una producción y consumo sostenibles y seguros This study has been co-funded by the Rural Development Plan (PDR) of the Comunidad Valenciana by means of the Innobobal Project. It has been also co-funded by the European Regional Development Fund (ERDF) of the Generalitat Valenciana (IVIA project number 52201). Atribución-NoComercial-SinDerivadas 3.0 España http://creativecommons.org/licenses/by-nc-nd/3.0/es/ openAccess MDPI electronico |
| spellingShingle | Attention Labels Willingness to pay Logo E73 Consumer economics P01 Nature conservation and land resources E70 Trade, marketing and distribution Q80 Packaging Sustainability Product labelling Irrigation Consumer preferences Fernández-Serrano, Paula Tarancón, Paula Bonet, Luis Besada, Cristina Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text |
| title | Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text |
| title_full | Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text |
| title_fullStr | Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text |
| title_full_unstemmed | Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text |
| title_short | Consumers’ Visual Attention and Choice of ‘Sustainable Irrigation’-Labeled Wine: Logo vs. Text |
| title_sort | consumers visual attention and choice of sustainable irrigation labeled wine logo vs text |
| topic | Attention Labels Willingness to pay Logo E73 Consumer economics P01 Nature conservation and land resources E70 Trade, marketing and distribution Q80 Packaging Sustainability Product labelling Irrigation Consumer preferences |
| url | http://hdl.handle.net/20.500.11939/8152 https://www.mdpi.com/2073-4395/12/3/685 |
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