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dc.contributor.authorTait, Peter R.en
dc.contributor.authorSaunders, Caroline M.en
dc.contributor.authorGuenther, Meikeen
dc.identifier.citationTait, P.R., Saunders, C. & Guenther, M. (2015). Valuing Preferences for Environmental Sustainability in Fruit Production by United Kingdom and Japanese Consumers. Journal of Food Research, 4(3), 46-55. doi:10.5539/jfr.v4n3p46en
dc.description.abstractReduction of carbon intensity of high volume grocery products is potentially a major contributor in meeting climate targets. In a choice experiment concerning fruit purchase decisions in the United Kingdom and Japan, this study estimates consumer willingness to pay for sustainability attributes of production alongside vitamin content, including water use efficiency, waste and packaging, and carbon emissions. Results indicate that sustainability attributes significantly influence consumers’ fruit purchase decisions. Preferences are found to be very similar between countries, with reduction of carbon emissions the most valued sustainability attribute by both UK and Japanese consumers and increased vitamin content the least. This study’s findings provide implications for carbon emission labeling development in the context of international food supply chains, and primary sector strategy encouraging initiatives to improve environmental performance domestically.en
dc.publisherCanadian Center of Science and Educationen
dc.relationThe original publication is available from - Canadian Center of Science and Education - -
dc.rightsCopyright for this article is retained by the author(s), with first publication rights granted to the journal. This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (
dc.subjectcarbon labellingen
dc.subjectfood sustainabilityen
dc.subjectchoice experimenten
dc.subjectwillingness to payen
dc.subjectcross-country comparisonen
dc.titleValuing preferences for environmental sustainability in fruit production by United Kingdom and Japanese consumersen
dc.typeJournal Article
lu.contributor.unitLincoln Universityen
lu.contributor.unitAgribusiness and Economics Research Uniten
dc.subject.anzsrc1505 Marketingen
dc.subject.anzsrc0605 Microbiologyen
dc.subject.anzsrc0908 Food Sciencesen
dc.relation.isPartOfJournal of Food Researchen
pubs.organisational-group/LU/Agribusiness & Economics Research Unit
pubs.organisational-group/LU/Research Management Office
pubs.organisational-group/LU/Research Management Office/PE20
pubs.organisational-group/LU/Research Management Office/QE18

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