Consumer’s willingness to pay for sustainable labelled Cheese in Switzerland: The role of demographics, knowledge, ecological sensitivity and multi-labelling in shaping purchase intention.

In recent years, sustainable labeling has gained increasing importance in consumer decision-making. This study adds to the literature on sustainable food labeling by focusing on sustainable labeled cheese in the Swiss market. The main goal is to investigate how different factors: eco-sensitivity, knowledge and recognition, gender, age, educational level and the number of labels influence the willingness to pay (WTP) for sustainable labeled products. A survey was conducted with 413 participants, each randomly assigned to one of 11 product scenarios featuring different combinations of four labels: AOP, Bio Suisse, Demeter, and Retour aux sources.

The results show that the label AOP reaches the highest willingness to pay. While multiple labeling alone does not significantly increase WTP, other factors such as label knowledge, gender, and education level show a stronger influence on purchasing decisions. Therefore, companies should prioritize one label rather than combining multiple ones. Efforts should also focus on improving consumer understanding of label meanings. Additionally, strategies considering demographic differences can help optimize sustainable product strategies.

This master's thesis was completed by Charel Perruchoud, a master's student under Professor Olivier Furrer, co-director of FRIC. For further details, please refer to the document in the attachment.