The Effect of CO2 Information Labelling for the Pork Produced with Feed Made from Food Residuals

Abstract

In this study, we attempts to evaluate customer reaction to the labelling of food residuals recycling and CO2 reduction for pork, using a web marketing survey and an in-store survey. The results are as follows: (1)The willingness to pay (WTP) for the pork produced with feed from food residuals was approximately an additional 19.3 yen / 100g-pork in comparison with to ordinary Japanese pork; (2) The WTP for life cycle-CO2 (LC-CO2) reduction was approximately an additional 0.4 yen / g-CO2. It can be concluded that many consumers have positive feelings towards pork produced with feed made from food residuals and see added value in this process. Moreover, it is suggested that labels with information concerning resource recycling and LC-CO2 reduction would encourage consumers to purchase the pork produced with feed from food residuals.