Eco-labels and product longevity: The case of whitefish in UK grocery retailing

In recent years, eco-labeling has become an increasingly used tool to signal sustainable sourcing of (sea-) food. While the literature has focused on price premiums associated with the labels, it is noted in this paper that eco-labels can also contribute to profitability by reducing cost, e.g. through longer product lifespans. Hence, eco-labels can be beneficial in a supply chain even without a price premium. This study applies duration analysis to explore whether two eco-labels (the MSC label of the Marine Stewardship Council and a line-caught label) influence product longevity of whitefish products in eight different grocery retailers in the UK. The results show that MSC labeled products have a 64.7% lower risk of being withdrawn from the shelves compared to non-MSC products, while products with the line-caught label have a 32.8% lower risk of being withdrawn than products without this label. The results also indicate that the influence of the eco-labels on product longevity vary considerably between the retailers.