Values and eco- and fair-trade labelled products

Purpose ‐ The purpose of this article is to study whether preference for a product increased, or decreased, as a consequence of information that the product was either eco- or fair trade labelled. An additional purpose was to investigate associations between importance attached to values and preference for eco- and fair-trade labelled food products. Design/methodology/approach ‐ Effects of information that orange juice was either eco- or fair trade labelled were studied in an experimental setting, with a sample of Swedish students. Importance attached to values was measured with the list of values (LOV) scale. Taste preference was the evaluated aspect. Findings ‐ No significant effects of the experimental manipulation were observed. Attaching greater importance to the value "warm relationships with others" was associated with a more favourable rating of the taste of both eco- and fair-trade labelled juices. The value "security" was positively associated with an increased taste preference for the group exposed to the fair trade, but not the eco, label. Originality/value ‐ This paper provides knowledge about the characteristics of environmentally and ethically concerned consumers.