Environmental labeling and consumers’ choice—an empirical analysis of the effect of the Nordic Swan

Provision of information on the environmental effects of consumption is often put forward as an appealing alternative to traditional means of environmental regulation such as permits and environmental taxes. When consumers in opinion polls are asked if their purchasing decisions would be influenced by information on environmental or ethical aspects of products, the majority seem very ready to say yes. However, evidence for actual behavior along these lines is still limited. In this paper a mixed logit model is used to quantify the effect of a certified environmental label (the Nordic Swan) on consumers’ brand choices of toilet paper, paper towels and detergents, using a large Danish consumer panel with detailed information on actual purchases from the beginning of 1997 to January 2001. It is found that the Nordic Swan label has had a significant effect on consumers’ brand choices for toilet paper, corresponding to a marginal willingness to pay for the certified environmental label of 13–18% of the price and it also appears that information on environmental performance has had an effect on consumers’ choice of detergent.