The primary objective of this research was to investigate the role of trust and consequentiality perceptions on consumer preferences for products with eco-labels. Consumer preferences and willingness-to-pay (WTP) were estimated for fruit plants with and without eco-labels using choice experiments from an online survey. Respondents were randomly assigned to different consequentiality treatments which indicated the organization (policy makers or horticulture industry) that would receive the study results when considering policies related to eco-labels. Respondents’ trust in the organizations behind the eco-labels and their perceptions of the study's consequentiality were measured. In general, eco-labels and perceived consequentiality increased respondents’ utility for the products. Respondents’ utility for eco-labeled products was amplified when participants were informed that policy makers would receive the results. Trust in the organization improved utility, suggesting trust plays an important role in consumer preferences and valuation of credence attributes.

这项研究的主要目的是调查信任度和后果性感知对消费者对带有生态标签的产品的偏好的作用。使用在线调查中的选择实验，估算了带有或不带有生态标签的果树的消费者偏好和支付意愿（WTP）。受访者被随机分配到不同的结果处理中，这些处理表明在考虑与生态标签相关的政策时将接受研究结果的组织（政策制定者或园艺行业）。评估了受访者对生态标签背后组织的信任及其对研究后果的看法。一般而言，生态标签和可感知的后果增加了受访者对产品的效用。当参与者被告知决策者将收到结果时，被调查者对生态标签产品的效用得到了增强。对组织的信任提高了效用，表明信任在消费者偏好和信任属性评估中起着重要作用。