Marcelo Pignatari
Understanding how people value food labels and environmental goods is essential for designing policies, incentives, and market mechanisms that improve the well-being of the population. In this study, we found that a local label indicating that fruit was produced in Utah makes Utahns value strawberries, gala apples, and dried tart cherries more. An organic label has a similar effect, which is especially strong for dried tart cherries. In contrast, a freshness label only increases value for fruits with a shorter shelf life, such as strawberries. We also found that people who chose to access clarifying information about what these labels actually mean made more rational choices, valuing the non-genetically-modified label less given the overlap between its meaning and that of the organic label. These findings can help Utah fruit farmers, marketers, and retailers market their products more effectively and can help producers decide which types of food certification are worth pursuing. The results also support policies that encourage production methods that increase consumer satisfaction and help consumers become more informed about what food labels actually mean. We also found that policy changes to Oregon’s Marine Reserve System, such as increasing its size, increasing coastal jobs, and increasing carbon capture in nearshore ecosystems, are well supported, on average, by Oregon’s population. In addition, we found that coastal communities have more pro-environmental views and place higher value on increased carbon capture, while inland communities are more conservative, place higher value on job creation, and are more resistant to changes in the marine reserve system. Understanding this pattern of preferences can help policymakers target information by region, increase public support, and gauge what amount taxpayers are willing to pay for preserving these coastal environments.