By Simone Mueller, Lucie Sirieix, and Hervé Remaud

SupAgro

Powerpoint Presentation Outline:

Are personal values related to sustainable attribute choice?

Motivation

• Why do some consumers buy environmentally sustainable products and others not?
• Many characteristics are weak predictors
• Is consumers’ underlying motivation related to product choice?
  ——> Personal Values

Personal Values

• What are they?
  — an enduring belief that a specifc end-state of existence or specifc mode of conduct is preferred over others (Rokeach, 1973; Kahle, 1983).
• Different measurement approaches
  — LOV scale (Kahle, 1983)
  — Schwartz Value Inventory (Schwartz, 1992)
• Schwartz Value Inventory

Schwartz’s Personal Value Theory:

Research Questions 1

1) To what degree are personal values and environmental concerns related to revealed differences in consumers’ stated preference choice behaviour?
  • Strength of relationship (efect size)

Research Questions 2

1) How is the importance of sustainable product attributes related to personal values and environmental concern?
  • Predictive ability for attribute importance

Research Questions 3

1) How is the willingness to pay for different sustainable attributes revealed in choice experiments related to personal values and environmental concern?
  • Predictive ability for WTP

Methodology – visual shelf simulation

Methodology – Analysis DCE

• Scale adjusted latent class choice model
  — Modelling heterogeneity in preference and
consistency
  — For each country separately
• Output
  — 6 to 7 preference classes per country
  — In total 45 segments over all 7 countries
  — Attribute importance
  — Marginal WTP (Euro)

Conclusions 1

1) personal values only weakly related to differences in product choice
2) environmental concern stronger related to choice differences than personal values
…but, effect size is relatively small (av. 5% explained variance by segment membership)

Conclusions 2

1) Values related to Conservatism (conformity) and Self-enhancement (power, achievement) were a stronger predictor for consumer choice of
sustainable wine and WTP for sustainable attributes than self-transcendence values
2) Positive relationship for Self-enhancement contradicts previous findings for purchase intent for organic wine

Implications – Research

1) Confrming weak links between values and consumer choice
2) Slightly stronger relationship for specific attitude (environmental concern) consumer choice

Implications – Marketing

1) Other than expected – sustainable wine attributes do not provide value to Universalists (tree-huggers)
2) Suggested to link communication to self-enhancement: social status, power, social distinctiveness, luxury

Acknowledgements

• Yann Chabin, DYCIA Sarl Montpellier
• Linda Filone, Vin de Pays d’Oc IGP
• European Union

Questions

• Simone Mueller SimMu@asb.dk
• Lucie Sirieix Sirieix@supagro.inra.fr
• Hervé Remaud Herve.Remaud@bem.edu