Measuring Motivations for Choosing Ecolabeled Seafood: Environmental Concerns and Warm Glow
通过离散选择实验，测量消费者选择生态标签海产品时，环境关切与“绿色行为”温暖光辉的相对重要性，发现63%的效果来自可持续需求，24%来自温暖光辉。
Ecolabels are supposed to reduce the information asymmetry between producers and consumers, but they may also produce a warm glow of “green” behavior. We design discrete choice experiments to measure the relative importance of these motivations for choosing ecolabeled seafood products. We find that choice probability increases if the product carries an ecolabel, but the magnitude of this effect depends on the information provided about the sustainability of the product. Overall, we attribute 63% of the ecolabel’s original effect on choice probability to consumer demand for sustainable products, and a further 24% to warm glow.