Trade Label Research Articles

Species identification using PCR targeting specific region in cytochrome oxidase I gene for high-value fish product market in China

The Chinese market for high-value fish products suffers from a relatively serious mislabeling phenomenon. This study investigates the current status of products in China’s high-value fish market by collecting 508 online samples comprising seven processing techniques, with a focus on cod, salmon, and tuna, which hold relatively high market shares. A high-salt extraction method that exhibited the best overall performance was applied. Micro-DNA barcode identification traced the species of these products. Of the 508 samples, 201 (39.57 %) did not match their trade labels. Mislabeling was prevalent. There was a greater percentage of mislabeled surimi products (26.97 %) than frozen (0.99 %) or dried products (11.61 %). The likelihood of mislabeling increases with processing complexity. Mislabeling occurred predominantly among similar species of the same genus or purpose, and the phenomenon of substituting low-value meat for high-value fish was also observed. This study informs fish testing and sheds light on the current state of labeling compliance in the high-value fish product market.

Consumption of shark products: The interface of sustainability, trade (mis)labelling, human health and human rights

AbstractSharks and rays evolved 450 million years ago, during the Late Ordovician Period. However, during the modern Anthropocene, shark populations have declined at considerable rates, and recent global assessments indicate about one in three species is threatened with extinction. A notable reason for this elevated extinction risk is overfishing linked to increased demand for shark fins and other products. Here, we review multiple dimensions of consuming shark products, ranging from stock sustainability, product (mis)labelling and trade, the human health implications of consuming shark products, and illegal, unreported and unregulated fishing and slavery and labour abuses in the fishing industry. We conclude that traceability and increased transparency in seafood supply chains is essential to overcome obstacles to consumption of sustainable, ethical and healthy shark products. We also provide a decision tree outlining steps in consumer choice that would foster such consumption. Our aim is to provide a holistic view on issues concerning the consumption of shark products that will help policymakers, the public, management and law enforcement agencies to advocate for ecologically‐ and ethically sustainable consumption of shark products and thereby empower the general public to make informed decisions on which shark products they consume.

Consumers' preferences and willingness to pay for coffee sustainability labels

AbstractConsumers are displaying an increasing awareness for the social and environmental impact of coffee production, and this is also reflected in their willingness to pay for sustainably produced coffee. For example, the Direct Trade label, which highlights a direct relationship between roasters and farmers, has gained popularity to strengthen the industry's efforts to make coffee production more sustainable. This leads to the question of whether consumers prefer coffee carrying this label. Hence, this research analyzes consumer preferences and willingness to pay for coffee labels representing sustainability efforts, such as the Direct Trade label. We informed participants about the efforts reflected by each sustainability label and utilized a hypothetical online choice experiment to determine US consumers' preferences and willingness to pay for coffee sustainability labels. The highest willingness to pay was found for coffee carrying both the Fair Trade and Organic labels, and the Direct Trade and Organic labels. The key findings of this study demonstrate that consumers are willing to pay more for sustainability labels that communicate efforts on solving social issues, followed by labels that highlight environmental issues. [EconLit Citation: C9].

Mission Accomplished? Balancing Market Growth and Moral Legitimation in the Fair Trade Moral Market

Mission Accomplished? Balancing Market Growth and Moral Legitimation in the Fair Trade Moral Market

Literacy and Numeracy Skills of the Inhabitants of Tara and its Rural Districts in the 17th and 18th Centuries

On the basis of archaeological, written, and historical sources, we assess the extent to which 17th–18th century Russian inhabitants of the town of Tara and of its rural periphery (Tarsky District, Omsk Region) were able to read, write, and count. We analyze archaeological sources suggesting that those living in western Siberian towns, such as Mangazeya, Tobolsk, etc., were literate and able to count. This is evidenced by artifacts from the town of Tara and the adjacent village of Ananyino, indicating literacy: inkpots, penknives, quills, a wooden trade label with inscription, and clay Ьalls, possiЬly for counting Ьoards-predecessors of Russian aЬacuses. A Ьone case, found at the house of a 17th century junior commander in Tara, might have been destined for letters. Such artifacts are described in detail. According to written documents, just 3.4 % of those belonging to the service class of Tara and of its rural periphery were literate. They were memЬers of various social strata: governors, Вoyar scions, clerks of government office, Cossack and army commanders of various rank, reiters, mounted Cossacks, and cannoneers. Educated ones were priests and icon-painters. Stationery available at the Tara market included paper, ink, and raw materials for their manufacture. Books and candles were sold too. Relative advantages and disadvantages of documents versus artifacts as sources of knowledge about literacy are discussed. A combined approach helps to reveal key archaeological indicators of literacy and numeracy skills and to assess the approximate share of literate individuals in various social strata.

FAKTOR-FAKTOR YANG MEMPENGARUHI KESEDIAAN MEMBAYAR KONSUMEN TERHADAP KOPI FAIR TRADE

Coffee drink products that have a fair trade label tend to have a higher price than non-fair trade label coffee drinks, so that some consumers perceive that coffee is an expensive product. This study aims to determine how much consumers are willing to pay for coffee drinks labeled as fair trade and the factors that influence it. This study uses primary data from an online survey of 120 respondents in North Sumatra Province who have purchased coffee drinks with a fair trade label. Data analysis used logistic regression analysis. The results show that the majority of consumers are willing to pay more for coffee drinks labeled as fair trade with an increase of 5-10% from the current product price. The factors that influence the willingness to pay for coffee drinks labeled as fair-rade are age, education, marital status and coffee quality.

Fatty Acid Composition and Contents of Fish of Genus Salvelinus from Natural Ecosystems and Aquaculture.

Fatty acids (FA) of muscle tissue of Salvelinus species and its forms, S. alpinus, S. boganidae, S. drjagini, and S. fontinalis, from six Russian lakes and two aquacultures, were analyzed. Considerable variations in FA compositions and contents were found, including contents of eicosapentaenoic and docosahexaenoic acids (EPA and DHA), which are important indicators of fish nutritive value for humans. As found, contents of EPA+DHA (mg·g−1 wet weight) in muscle tissue of Salvelinus species and forms varied more than tenfold. These differences were supposed to be primarily determined by phylogenetic factors, rather than ecological factors, including food. Two species, S. boganidae and S. drjagini, had the highest EPA+DHA contents in their biomass and thereby could be recommended as promising species for aquaculture to obtain production with especially high nutritive value. Basing on revealed differences in FA composition of wild and farmed fish, levels of 15-17-BFA (branched fatty acids), 18:2NMI (non-methylene interrupted), 20:2NMI, 20:4n-3, and 22:4n-3 fatty acids were recommended for verifying trade label information of fish products on shelves, as the biomarkers to differentiate wild and farmed charr.

Food labeling effects in marketing

<p id="p00005">As a tool to convey food-related information to consumers, food labels can effectively solve the problem of information asymmetry in food consumption. With the popularization of food labels in practice, more and more scholars have begun to pay attention to the impact of different food labels on consumer behavior. However, most of the existing studies focus on a single food label type and its effects, lacking of comparison and discussion on the effects of different food labels and their inherent mechanisms and boundary conditions. Based on this, this paper reviews the research on food labels in the field of marketing, which focuses on how different types of food labels affect individuals' cognition, emotion and behavior. Meanwhile, this paper introduces the regulatory orientation theory to explain the different effects of different food labels, and on this basis, a more integrated food label effect framework is constructed in this paper. <p id="p00005">Through combing the existing literature, the existing research on food labeling has roughly underwent three stages. The first stage began in the early 1980s. The demand for the nutritional value of food led to the attention and research on the nutrition label. The second stage started around 2000. Scholars mainly focus on labels that can convey information about food safety and quality. In the third stage, in the last decade, eco-environmental labels attracted more attention from consumers and scholars. Based on the different levels of information coverage, food labels can be divided into two types: product-level labels and ingredient-level labels. The product-level label refers to the label which is used to explain the overall characteristics and quality information of the food (including date label, health warning label, organic label, natural label, brand information, genetically modified organism label, eco label, and fair trade label). However, the ingredient-level label refers to the label that is used to display the specific nutritional information of the food (including nutrition facts panel, GDA label, low-fat label, health claim, traffic light label, health star rating, calorie menu label, shelf label). <p id="p00005">Further analysis and comparison showed that different types of food labels differ in influencing results, mechanism of action, and boundaries. Specifically, the product-level labels can arouse consumers' perceptions of safety, risk, and morality, and can effectively increase consumers' trust in products. At the same time, after purchasing products with such labels, consumers will show more food waste and repeated purchases. Ingredient-level labels, on the other hand, mainly affects consumers' perceptions of product health, as well as subsequent food choices and food intake. The theory of regulatory orientation helps to explain the different effects of the two types of food labels. The product-level labels more often initiate consumer preventive orientation, while the ingredient-level labels activate consumer promotion orientation. In addition, the two types of food labeling effects are driven by the halo effect, information processing, conceptual metaphor, social identity, attribute inference and other mechanisms. Besides, these effects are moderated by social demographic factors, individual differences, and product characteristics. <p id="p00005">On the one hand, combing and commenting on the effects of different food labels can provide reference for food manufacturers to carry out food marketing practices. On the other hand, through the construction of food label research framework in the field of marketing, it can point out the context and direction for marketing scholars to carry out empirical research on food label. Based on the overall framework of food labeling effects constructed in this paper, we propose that further research on the topic of food label can be carried out from following aspects in the future: (1) Expanding the behavioral results of ingredient-level labels; (2) Expanding the behavioral results of product-level labels; (3) Exploring the impact of different food label presentation forms on consumers; (4) Expanding the outer packaging labels and related research; and (5) Exploring the reversal mechanism of the negative effects of food labels.

The fair trade food labeling health halo: Effects of fair trade labeling on consumption and perceived healthfulness

The purpose of fair trade certification is to assure consumers that products support responsible companies, empower farmers, workers, and fisherman, and protect the environment. Yet, could it be possible that consumers infer greater healthfulness of foods containing such labels, and subsequently increase their consumption of fair trade certified foods? Across three studies, we demonstrate that fair trade labels can increase consumption by 26% to 31%. In study 1, we demonstrate that individuals consume more if the food product contains a fair trade label. In the subsequent studies we home in on the underlying process, demonstrating that the effect is mediated by the product’s perceived healthfulness (study 2 and 3) To the best of the authors’ knowledge, this is the first study that (1) tests the effects of fair trade labels from third-party certifiers in package-based experiments, (2) examines the effects of fair trade labels on consumption, and (3) directly tests an overall health halo—perceived healthfulness—as the underlying process. In doing so, this research contributes to the values-based labeling and health halo literatures, while offering implications for public policy makers, consumers, and food marketers.

The Fair Rubber Association: where fairly traded rubber hits the road

This article reflects on the evolution of rubber (natural latex) production and aspects of its bloody, colonial history, noting the varied applications of rubber in objects around us. The author shows why rubber is a product in need of a Fair Trade label to promote good conditions for rubber tappers, farmers and workers, despite being rejected as a product candidate by FLO international. Lessons are drawn from the evolution of Fairtrade certification criteria and design flaws and the barriers this represents for other major commodities like rubber to be added. Building on the innovations in criteria, representation and premium system developed for Fair Trade Tea plantations, the Fair Rubber Association's approach is described, including the dynamics of the market for workers and small-scale producers. This essay explores issues of measuring labour costs, determining fair prices for workers and farmers. The article shows how this was resolved for Fair Trade rubber and the challenges to be overcome of extreme price sensitivity of major users (like the car industry) and rise of synthetic rubber.

Do Fair Trade Labels Bias Consumers’ Perceptions of Food Products? A Comparison between a Central Location Test and Home-Use Test

Consumers are paying more and more attention to ethical and social criteria during grocery shopping. As a result, Fair Trade products which are certified to address global supply chain issues (e.g., forced labor, working conditions, fair pay), are gaining popularity. However, it is unclear to which extent Fair Trade labels might influence how consumers perceive such labelled food products. The aim of this research was to examine the potential effect of Fair Trade labels on several measurements (overall liking, sensory profiling, emotions, willingness-to-pay and kCal estimations). Furthermore, tests were carried out at a sensory lab and at home to examine if the evaluation context might impact the label effect. In total, 179 consumers participated in this study of which 90 carried out the test in the sensory test facilities (central location test—CLT) and 89 at home (home-use-test—HUT). Participants evaluated three pairs of food products (nuts, juice and chocolate) of which one was labelled as conventional and the other one as Fair Trade. However, participants were each time evaluating the same Fair Trade product. Results showed that the Fair Trade label increased the overall liking. For the juice and chocolate, a higher willingness-to-pay was found when the product was labelled as ‘Fair Trade’ while no effect of the label was established for the nuts. The Fair Trade label did not affect the kcal estimation of the samples. The Fair Trade label had a rather limited influence on the sensory and emotional profiling of the food products. Furthermore, the results of the CLT and HUT were highly similar indicating that the evaluation context has little impact on the labelling effect.

Moralising Markets, Marketizing Morality. The Fair Trade Movement, Product Labeling and the Emergence of Ethical Consumerism in Europe

ABSTRACT In this paper, I argue that the historical change in the organizational logic of the Fair Trade movement, embodied by Fair Trade labeling, has had an important effect on the emergence of ethical consumption in Europe. By establishing Fair Trade labels, the initial movement logic of political influence through education was supplemented and partly abandoned in favor of a market logic. Fair Trade movements in Western Europe differ in the way they organize and market fair traded goods. Drawing on organizational institutionalism and social movement theories of economic opportunity structures, it is elaborated how the emergence of a new organizational form and its underlying logic shape consumption patterns. Hypotheses are empirically tested using a quantitative multilevel design. Organizational data on national Fair Trade movements compiled from an organizational survey of the European Fair Trade Association are combined with individual-level survey data of the 1997 Eurobarometer for 12 European countries. Logistic hierarchical regression models reveal the crucial importance of the Fair Trade labels once diffused into consumer markets, controlling for organizational communication efforts as well as the number of distribution channels for individual Fair Trade consumption. Thus, adopting a market logic has been a powerful force in rendering Fair Trade successful.

Understanding values-based food labeling as rural development strategy in Colombia. Comparative analysis: Fair trade, geographical indications and organic labels in the coffee region and the Buenaventura rural area (Phase 1)

&#x0D; &#x0D; &#x0D; &#x0D; Poverty in many rural areas of developing countries is not a new story. Rural farmers face many financial and market barriers. Furthermore, conventional farming practices are afflicted by free market pressure to produce more food for less income, resulting in destruction of the environment and neglecting human and animal welfare. Value based labeling offers alternatives to conventional food markets as they provide ethical principles to counter unsustainable trends within the capitalism system as stated by Elizabeth Barham. Hence, a planned study is aimed at evaluating selected labels such as fair trade, geographical indication/denomination of origin and organic certification in the context of the Buenaventura rural area, taking into account the lessons learned and experiences from the coffee region. Thus the labels will be explained as well as the objectives and methodology of the doctoral thesis. Finally, the findings and conclusions of the initial exploratory research draw useful insights of the current situation.&#x0D; &#x0D; &#x0D; &#x0D;

The potential of carbon neutral labeling to engage coffee consumers in climate change mitigation

Carbon neutral labeling of food products is a market-based approach to reduce carbon footprints in the agri-food sector. To better understand consumers’ preferences and attitudes towards a carbon neutral label on globally traded agri-food products, the willingness to pay (WTP) of German consumers for a carbon neutral label on specialty coffee was examined. A discrete choice experiment was conducted in Germany, where coffee is often sold with multiple labels or claims, in order to examine the WTP for alternative combinations of a carbon neutral label with either a Fair Trade label or a claim of direct trade coffee sourcing. Choice data were analyzed using random parameter logit models which determined a positive WTP for the carbon neutral label. This estimate exceeds the corresponding marginal costs of certification and the marginal social cost of carbon, yet it is relatively lower than the estimated WTP for the Fair Trade label and the direct trade claim. A positive synergy effect on utility was also determined for the combination of a carbon neutral label and a direct trade claim. If no additional information was provided, consumers often perceived coffee as a “natural product” that does not generate any greenhouse gas emissions. Thus, awareness-building policies are needed to make carbon neutral labels an effective market-based tool to reduce greenhouse gas emissions in the agri-food sector.

Personality traits as drivers of social preferences: a mixed logit model application

Currently, social consumption constitutes a rapidly increasing trend with significant potential for companies; moreover, the characterization of social consumers is highly relevant. To date, sociodemographic variables have been widely studied but appear to be less appropriate to uniquely characterize social consumers. Psychographic variables are credited with the ability to overcome these problems, since recent studies maintain that consumers’ personal values and lifestyles are predictors of social consumption. However, personal values and lifestyle represent only two categories of psychological variables. Personality is another variable further known to be an antecedent of personal values and lifestyle. In this study, we focus on the characterization of social consumers based on both their personalities and sociodemographic variables. We conduct an empirical discrete choice experiment and investigate consumers’ personalities as a driver of consumer preferences for the fair trade (FT) label attribute. To operationalize consumers’ personalities, we use the popular five-factor approach. For the determination of consumers’ preferences, we estimate a mixed logit model including both unobserved preference heterogeneity and observed heterogeneity. Observed heterogeneity is captured by consumers’ personalities and sociodemographic variables. We find that gender, academic degree, income and four personality traits are important drivers of consumers’ social preferences. We determine the interaction effects between sociodemographic and personality variables and argue for the consideration of personality in the characterization of social consumers as the core source of social preferences. A subsequent simulation study provides further insight into marketing strategies derived from the personality-characterization of social consumers.

THE RELEVANCE OF GRAPHIC DESIGN IN EFFECTIVE BUSINESS COMMUNICATION AND JOB CREATION IN NIGERIA

This paper reveals the vast potentials in Graphic design as a viable panacea to create job for youths and open alternative source of income for the unemployed. Graphic design has contributed to the growth and development of small and medium scale industries with the advent of modern high-speed printing machines, designing and printing for commercial purpose is in high demand. However, aesthetics and functional satisfaction from graphic art production largely depends upon the approach adopted by its execution. The commercial concept of graphic designs encompasses a wide range of activities such as branding, package design, trade label, book cover, CD jacket, poster design, invitation cards, souvenirs etc.

Global Mamas: confronting the challenges of marketing fair trade apparel to female millennials

This case presents to students the challenges that Global Mamas, a fair trade non-profit organisation, is experiencing in marketing its products to female millennials. Research has indicated that female millennials have a significant interest in purchasing fair trade products; however, there are a number of concerns that have prevented fair trade products from gaining mainstream acceptance among this consumer group. First, the case defines fair trade and discusses the growing niche market surrounding it. Second, Global Mamas is introduced and its current marketing, production, and distribution strategies are examined, as well as the current challenges Global Mamas is facing in capturing the attention and gaining the loyalty of this growing niche market. Students will be able to explain the foundational principles of fair trade and develop potential marketing strategies intended for the industry's niche market, addressing concerns they have regarding fair trade products and labelling procedures.

Packaging Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut Songkhram

This research aimed to 1) study the relationship between demographic characteristics and chili paste’s trade label management, 2) study the relationship between chili paste’s trade label management and consumer satisfaction, 3) analyze the packaging style and product shelf-life that related to chili paste’s trade label management, and 4) analyze the ability to explain variations in the packaging style, product shelf-life, chili paste’s trade label management, and consumer satisfaction. The research target group was 385 consumers and tourists in Bangchang Community, Amphawa District, Samut Songkhram Province, randomized by a snowball approach. To analyze our data to determine the results, we employed descriptive statistics, inferential statistics, Pearson’s product-moment, correlation, chi-square, and multiple regression analysis. The study found that the demographic characteristics of gender, age, educational background, and occupation were a positive indicator for chili paste’s trade label management. We also found that the chili paste’s trade label management was related to the consumer’s satisfaction, and 49% of all consumers will be satisfied. Besides, 50% of all packaging styles and 49% of products’ shelf-life were related to the chili paste’s trade label management, respectively. 55% of all could explain the variance of consumer’s satisfaction at significance level 0.05. Our research findings can contribute to sustainable packaging innovations that allow community members to participate in the product design and promote sustainability. How to Cite this Article Pubmed Style Rojanabenjakun P, Ounprasertsuk J, Benjanirat T, Sangman P, Srikhao P, Duangsomruay T. Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut SRP. 2020; 11(10): 1080-1086. doi:10.31838/srp.2020.10.155 Web Style Rojanabenjakun P, Ounprasertsuk J, Benjanirat T, Sangman P, Srikhao P, Duangsomruay T. Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut http://www.sysrevpharm.org/?mno=52544 [Access: March 29, 2021]. doi:10.31838/srp.2020.10.155 AMA (American Medical Association) Style Rojanabenjakun P, Ounprasertsuk J, Benjanirat T, Sangman P, Srikhao P, Duangsomruay T. Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut SRP. 2020; 11(10): 1080-1086. doi:10.31838/srp.2020.10.155 Vancouver/ICMJE Style Rojanabenjakun P, Ounprasertsuk J, Benjanirat T, Sangman P, Srikhao P, Duangsomruay T. Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut SRP. (2020), [cited March 29, 2021]; 11(10): 1080-1086. doi:10.31838/srp.2020.10.155 Harvard Style Rojanabenjakun, P., Ounprasertsuk, . J., Benjanirat, . T., Sangman, . P., Srikhao, . P. & Duangsomruay, . T. (2020) Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut SRP, 11 (10), 1080-1086. doi:10.31838/srp.2020.10.155 Turabian Style Rojanabenjakun, Phannee, Jatuporn Ounprasertsuk, Tipvarin Benjanirat, Phinkamon Sangman, Paweesuda Srikhao, and Tanwarat Duangsomruay. 2020. Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut Systematic Reviews in Pharmacy, 11 (10), 1080-1086. doi:10.31838/srp.2020.10.155 Chicago Style Rojanabenjakun, Phannee, Jatuporn Ounprasertsuk, Tipvarin Benjanirat, Phinkamon Sangman, Paweesuda Srikhao, and Tanwarat Duangsomruay. Packaging Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut Songkhram. Systematic Reviews in Pharmacy 11 (2020), 1080-1086. doi:10.31838/srp.2020.10.155 MLA (The Modern Language Association) Style Rojanabenjakun, Phannee, Jatuporn Ounprasertsuk, Tipvarin Benjanirat, Phinkamon Sangman, Paweesuda Srikhao, and Tanwarat Duangsomruay. Packaging Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut Songkhram. Systematic Reviews in Pharmacy 11.10 (2020), 1080-1086. Print. doi:10.31838/srp.2020.10.155 APA (American Psychological Association) Style Rojanabenjakun, P., Ounprasertsuk, . J., Benjanirat, . T., Sangman, . P., Srikhao, . P. & Duangsomruay, . T. (2020) Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut Systematic Reviews in Pharmacy, 11 (10), 1080-1086. doi:10.31838/srp.2020.10.155

Coffee Roasters’ Sustainable Sourcing Decisions and Use of the Direct Trade Label

This paper analyzes motivations for coffee roasters to source directly from farmers and how roasters decide whether to use the Direct Trade sustainability label. Direct Trade is an uncertified label connoting an approach wherein roasters negotiate coffee price and quality with farmers without intermediaries, with purported farmer income benefits. We examine semi-structured interviews with 11 US roasters and three coffee stakeholders to identify motivations to source directly, provide customers sourcing information, and use or reject the Direct Trade label. We find that roasters directly source coffee primarily for quality reasons and communicate about sourcing because they believe customers would value coffee more if they understood their sustainable sourcing practices. However, the lack of a clear definition for the Direct Trade label, coffee roaster concerns about the label’s utility, and the threat of “free riders” disincentivizes label use. Without a shared label, customers face high costs for information about directly sourced coffee, which may limit the expansion of a sourcing practice that could benefit farmers.

Do wine tourists care about the labourer?

Background: Consumers worldwide have recently become more aware that their consumption preferences and habits influence not only the environment, but also other people’s lives. These ‘ethical’ consumers are therefore said to consider the moral features of the product or service in their consumption decision. The most prominent ethical consumption label is the Fair Trade label, which was established to enhance the living and working conditions of those working on small-scale farm cooperatives in developing countries.Aim: This paper aims to determine wine tourists’ willingness to pay (WTP) for improved working and living conditions for wine farm workers.Setting: The research was conducted at the largest wine festival in South Africa, the Wacky Wine Festival in Robertson in the Western Cape, an area renowned for its wine and fruit products.Method: The concept of a socially acceptable logo on the wine bottle – signalling fair wages to the farm workers – was assessed by using a double-bounded contingent valuation approach. Wine tourists completed 397 questionnaires during the festival in June 2017.Results: The results indicate that 80% of wine tourists are willing to pay more for socially responsible wines. The responsible wine consumer is typically younger and a premium of R11 per bottle of wine would be accepted if it signals fair treatment of workers.Conclusion: The socially responsible wine tourist in South Africa is more concerned about quality and the moral implications of the wine than the price. There is support for the implementation of a socially responsible label for wine products.