Flagship species and certification types affect consumer preferences for wildlife-friendly rice labels
通过选择实验评估消费者对野生动物友好型大米标签的偏好，发现消费者偏好基于结果声明的鱼类标签和基于投入声明的鸟类标签，表明认证和标签策略对生物多样性保护的重要性。
Wildlife-friendly food labels are used to reduce information asymmetry and thus enhance agrobiodiversity conservation via marketing mechanisms. The labels make different claims depending on the certification requirements and conservation targets. However, little is known about consumer preferences for the different claims on the labels. Here, we evaluated consumer preferences for wildlife-friendly labels, with a focus on input- and outcome-based claims, by applying a choice experiment. Our results showed that consumers preferred fish labels with outcome claims to those with input claims; in contrast, consumer utility was not increased by outcome claims but by input claims in bird labels. The differences in preferences for certification requirements and for flagship species highlight the importance of strategic certification and labelling in encouraging people to conserve biodiversity. Our empirical evidence provides insights to balance biodiversity conservation with food security through conservation marketing.