Despite the growing popularity of environmental labels in the food market, the effectiveness of a generic environmental label without specifying benefits compared to a label explicitly stating the associated benefits of relevant production practices remains unclear. We examine this issue by...

This paper investigates the effectiveness of a new traceability label on consumer willingness to buy the labelled product and whether the effect is mediated by moral affective evaluations of the product. A between subjects factorial design was used to test (a) the effect of a new traceability...