Our study is aimed at evaluating whether or not different food miles information displayed on labels such as information on the distance and time that the food traveled (nKm) and information on CO2 emission (CO2) during food transportation can affect consumer choice in the case of fresh tomato product. We also examined: (i) the level of sensitivity and knowledge of consumers with regard to the impacts of agro-food system in terms of environmental pollution; (ii) consumers’ perception of the effects produced by food transportation; (iii) the degree of importance that consumers attach to information directly or indirectly related to the sustainability of a food product. We conducted a quantitative survey in Naples (Italy) using a discrete choice approach. The data were analyzed using univariate analysis techniques (frequencies) and the estimation of the multinomial logit model (mnl). The results of the univariate analysis show that respondents actually perceive food products distribution as the phase that causes a high negative impact on the environment. The results of the mnl model suggest that on average consumers choices are affected by all the attributes of fresh tomato included in the experimental design. However. a comparison across different fresh tomato attributes suggests that respondents in our sample get the highest utility when nkm label is present, followed by the presence of other sustainability-linked attributes such as organic, CO2.
Keywords: Food miles, consumer preferences, multinomial logit model, willingness to pay, Naples
Jel Code: D12, M31, Q00