THIS DOI METADATA WAS LAST UPDATED: 2026-05-12 16:20
Full Title
Economia agro-alimentare
Publisher
FrancoAngeli
ISSN
1126-1668 (Printed Journal)
1972-4802 (Online Journal)
Journal Volume Number
28
Journal Issue Number
1
Journal Issue Designation
1
Journal Issue Date
2026
Full Title
Ecosystem Services in Food Labels: the Role of Different Information Layers in Shaping Consumers Preferences
By (author)
First Page
67
Last Page
102
Language of text
English
Publication Date
2026/05
Copyright
2026 FrancoAngeli srl
Main description
Information on the provision of ecosystem services has the potential to contribute to an integrative food labeling framework. This study examines that potential by explicitly communicating ecosystem services provided by agricultural producers. The research analyzes how different label formats- ranging from generic references to ecosystem services to specific indicators-influence consumer preferences. An on field Discrete Choice Experiment was conducted with 552 Italian consumers of extra virgin olive oil. A Latent Class Model identified consumer heterogeneity, and to address the endogeneity of environmental attitudes in class allocation, a two-stage Control Function approach was applied. Two consumer segments emerged. The first, showed a consistently higher and statistically significant willingness to pay for sustainability attributes. Their willingness to pay increased with the level of informational detail. However, a negative halo effect was observed when ecosystem services labels appeared alongside organic certification, suggesting a perception of redundancy. The second segment was more price-sensitive and resistant to additional information. From a policy perspective, the results indicate how ecosystem service labeling strategies, particularly when linked to measurable environmental outcomes, can stimulate market-based incentives.
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United Nations et al. (2021). System of Environmental-Economic Accounting – Ecosystem Accounting (SEEA EA). White cover publication, pre-edited text subject to official editing. -- <a href="https://seea.un.org/ecosystem-accounting">https://seea.un.org/ecosystem-accounting</a>.
Unstructured Citation
Van Loo, E. J., Caputo, V., Nayga Jr, R. M., Seo, H.-S., Zhang, B., & Verbeke, W. (2015). Sustainability labels on coffee:
Consumer preferences, willingness-to-pay and visual attention to attributes. Ecological Economics, 118, 215-225.
https://doi.org/10.1016/j.ecolecon.2015.07.011
Unstructured Citation
Van Loo, E. J., Caputo, V., Nayga Jr, R. M., & Verbeke, W. (2014). Consumers’ valuation of sustainability labels on meat.
Food Policy, 49, 137-150.
https://doi.org/10.1016/j.foodpol.2014.07.002
Unstructured Citation
Voglhuber-Slavinsky, A., Lemke, N., MacPherson, J., Dönitz, E., Olbrisch, M., Schöbel, P., Moller, B., Bahrs, E., & Helming,
K. (2023). Valorization for biodiversity and ecosystem services in the agri-food value chain. Environmental Management, 72(6),
1163-1188.
https://doi.org/10.1007/s00267-023-01860-7
Unstructured Citation
Yagi, K., Maesano, G., Li, G., & Canavari, M. (2025). Olive Oil Preferences Among Japanese Consumers: Best‐Worst Scaling on
Country of Origin and Consumer Heterogeneity. Agribusiness.
https://doi.org/10.1002/agr.70015