This study examines consumer preferences and willingness to pay (WTP) for organic wheat products exhibiting single labels, as well as multiple labels, including organic. The additional labels considered are related to the organic label (non‐genetically modified organism [non‐GMO]) or perceived as health‐promoting (gluten‐free, low‐carb, sugar‐free). Study data were collected using a consumer survey conducted online in 2017 across 16 U.S. western states and analyzed using random parameter logit models. Findings show that organic‐labeled wheat products with additional claims were valued equally or less than the organic only version. Overall, consumer higher objective and subjective knowledge of organic standards, as well as preferences for gluten‐free products, increased their WTP for organic wheat products. Consumers unfamiliar with organic standards valued the non‐GMO label over the organic label. Additionally, consumer WTP for health‐related claims on hedonistic products was low or even negative. Hence, multiple labels on organic products generally provide no additional consumer benefit and are likely ignored. Study findings suggest that using the claim that most distinguishes the product, or is most salient, may improve product pricing. Also, non‐GMO certification rather than organic certification should be considered for some markets. Finally, consumers with preferences for gluten‐free products represent a potential market for organic wheat products.

中文翻译：

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食品上的多个标签是有益的还是被简单忽略了？

这项研究调查了消费者对具有单一标签以及多种标签（包括有机标签）的有机小麦产品的偏好和支付意愿（WTP）。所考虑的其他标签与有机标签（非转基因生物[non-GMO]）有关，或被认为促进健康（无麸质，低碳水化合物，无糖）。研究数据使用2017年在美国16个西部州在线进行的消费者调查收集，并使用随机参数logit模型进行了分析。研究结果表明，带有附加标签的有机标签小麦产品的价值与纯有机小麦产品相同或更低。总体而言，消费者对有机标准品的更高的主观和主观知识以及对无麸质产品的偏爱提高了他们对有机小麦产品的WTP。不熟悉有机标准的消费者对非GMO标签的评价高于有机标签。此外，对于享乐主义产品的健康相关声明的消费者WTP偏低甚至为负。因此，有机产品上的多个标签通常不会给消费者带来额外的好处，因此很可能会被忽略。研究发现表明，使用最能区分产品或最突出产品的主张可以提高产品价格。此外，在某些市场中，应考虑使用非GMO认证而不是有机认证。最后，偏爱无麸质产品的消费者代表了有机小麦产品的潜在市场。有机产品上的多个标签通常不会给消费者带来额外的好处，因此很可能会被忽略。研究发现表明，使用最能区分产品或最突出产品的主张可以提高产品价格。此外，在某些市场中，应考虑使用非GMO认证而不是有机认证。最后，偏爱无麸质产品的消费者代表了有机小麦产品的潜在市场。有机产品上的多个标签通常不会给消费者带来额外的好处，因此很可能会被忽略。研究发现表明，使用最能区分产品或最突出产品的主张可以提高产品价格。此外，在某些市场中，应考虑使用非GMO认证而不是有机认证。最后，偏爱无麸质产品的消费者代表了有机小麦产品的潜在市场。