“…In the food sector, these labels cover health, production methods, environmental or social commitment of the company, and the origin of the products (Moser et al, 2011). There is a large body of research in the literature on the influence of these labels on consumer behavior: for example, labels strengthen the positioning of the brand and of the company that distributes the products (Aouina-Mejri and Bhalti, 2014); they encourage consumers to be less price sensitive, and promote a willingness to pay a higher price for a product (Dufeu et al, 2014; Tagbata and Sirieix, 2008).…”