Previous research has extensively studied the gap between environmental or social concern, and behaviour. However, measuring environmental or social dimension valuation remains challenging. This paper therefore fills this gap by measuring fair trade and organic labels valuation, using an...

A lot of sustainable food labels are now available. They may be complementary or add to the increasing competition of product information in consumers' minds. This paper investigates (1) two focus groups consumers' perceptions about sustainable labels versus other labels, such as origin or...