Given that existing food eco-labels are still not well defined in consumers' experience, there is potential for new labels to generate more confusion. Consumers incur fixed costs to learn about a label's meaning. Market shares for existing certifications may be eroded by perceptions that new...

Given that existing food eco-labels are still not well defined in consumers' experience, there is potential for new labels to generate more confusion. Consumers incur fixed costs to learn about a label's meaning. Market shares for existing certifications may be eroded by perceptions that new...

This paper is a summary of some of the considerations involved in applying an existing model to a new problem, in particular in deciding whether to update or not, and some of the issues involved in interpreting the output from the new application. Thus where you start from does influence where...