Consumer attitudes and value perception for fruit with a lower carbon footprint

This work analyses consumers' attitudes for products characterised by a reduced environmental impact on carbon footprint (CF). Value perception was measured using a contingent valuation approach, asking consumers to state their willingness to accept (WTA) monetary compensation for a product exchange offer. Consumers were hypothetically endowed with a punnet of fruit produced with innovative, low CF farming methods and was offered to exchange it with a punnet of regular fruit. Results showed that demographics affect the value associated with fruit with a lower CF and that consumers' preference for lower CF products is associated with fruit consumption habits and environmental concern. At the same time, a positive relationship with CF levels needs further investigation.