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2019 ASHS Annual Conference

The Influence of Label Source and Consumer Preferences on Valuation of Eco-Labels: A Policy Perspective

Monday, July 22, 2019: 4:20 PM
Montecristo 1 (Tropicana Las Vegas)
Alicia Rihn, University of Florida, Apopka, FL
Hayk Khachatryan, University of Florida, Apopka, FL
Xuan Wei, University of Florida, Apopka, FL
Eco-labels are used as signals to inform consumers about environmentally friendly products and encourage consumption of those products. Consumer valuation and demand for environmentally friendly products is increasing; however, eco-labels are very diverse which may impact their effectiveness. An online survey was used to test consumer perceptions of eco-labels, trust in source firms (e.g. private vs. public), and how those factors impact their valuation of plants. Implications to eco-label related policy will be discussed.
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