Knowledge and willingness to pay for organic food in Spain: Evidence from experimental auctions

Purpose Claims about environmental impact, health effects and taste of food products are restricted in the EU. The purpose of this paper is to quantify how much such claims would change the willingness to pay (WTP) for organic products in Croatia. Design/methodology/approach For estimating the WTP under different claims the authors used an experimental auction. Participants (258) bid for real food products (organic and conventional tomatoes and apples) and are endowed with cash at a location where they usually go shopping. Findings For the sample the authors find that consumers are willing to pay on average a premium of 42 percent for organic apples and 59 percent for organic tomatoes. On top of that, WTP increases between 16-20 percent for environmental claims and 12 percent for health claims. Taste-related claims are not significant. Practical implications Sellers and producers of organic food can benefit from adding claims to organic labels. To protect consumers from manipulation, regulators are well advised to be cautions when allowing claims about credence attributes of food. Originality/value The authors quantify the influence of claims about organic products on the WTP by using experimental auctions which are particularly suitable to investigate effects which cannot be observed on the market.

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Determinants of willingness-to-pay for sustainable wine: Evidence from experimental auctions

Wine Economics and Policy ◽

10.1016/j.wep.2013.11.002 ◽

2013 ◽

Vol 2 (2) ◽

pp. 85-92 ◽

Cited By ~ 56

Author(s):

Riccardo Vecchio

Keyword(s):

Willingness To Pay ◽

Experimental Auctions

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Determinants of Willingness-to-Pay for Sustainable Wine: Evidence From Experimental Auctions

Toward a Sustainable Wine Industry ◽

10.1201/b18459-15 ◽

2015 ◽

pp. 217-236

Keyword(s):

Willingness To Pay ◽

Experimental Auctions

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Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient, processed organic food products

Food Policy ◽

10.1016/j.foodpol.2006.05.003 ◽

2007 ◽

Vol 32 (2) ◽

pp. 145-159 ◽

Cited By ~ 164

Author(s):

Marvin T. Batte ◽

Neal H. Hooker ◽

Timothy C. Haab ◽

Jeremy Beaverson

Keyword(s):

Willingness To Pay ◽

Organic Food ◽

Food Products

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Sensory Evaluation and Experimental Auctions: Measuring Willingness to Pay for Specific Sensory Attributes

American Journal of Agricultural Economics ◽

10.1093/ajae/aar062 ◽

2011 ◽

Vol 94 (2) ◽

pp. 562-568 ◽

Cited By ~ 10

Author(s):

Xiang Bi ◽

Lisa House ◽

Zhifeng Gao ◽

Fred Gmitter

Keyword(s):

Willingness To Pay ◽

Sensory Evaluation ◽

Sensory Attributes ◽

Experimental Auctions

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A systematic review of drivers influencing consumer willingness to pay for organic food

Trends in Food Science & Technology ◽

10.1016/j.tifs.2020.04.029 ◽

2020 ◽

Vol 100 ◽

pp. 374-388 ◽

Cited By ~ 9

Author(s):

Felix Katt ◽

Oliver Meixner

Keyword(s):

Systematic Review ◽

Willingness To Pay ◽

Organic Food

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Blissed ignorance?

Nutrition & Food Science ◽

10.1108/nfs-12-2013-0144 ◽

2014 ◽

Vol 44 (4) ◽

pp. 345-362 ◽

Cited By ~ 2

Author(s):

Gianluca Stefani ◽

Alessio Cavicchi ◽

Donato Romano

Keyword(s):

Willingness To Pay ◽

Raw Materials ◽

Production Method ◽

Negative Influence ◽

Communication Strategy ◽

Experimental Auctions ◽

Content Type ◽

Production Methods ◽

The Impact ◽

First Time

Purpose – The purpose of this study was to explore the impact of information on origin, “typicalness”, production method and flavour on the willingness to pay and the sensorial appreciation of Tuscan sanguinaccio (Italian Salami). Design/methodology/approach – The goal of the study was to explore how differences between willingness to pay and sensorial appreciation (measured using a hedonic score) for the three types are influenced by the nature of the sensorial and non-sensorial information available to the consumer. To evaluate reaction to sensorial information, typical information regimes used in works on degree of disconfirmation (Schifferstein, 2001) were adopted, that is, visual examination of the product with indication of the name and tasting of the labelled product. Findings – Analysis of the results of the experiments indicates that Mallegato and Biroldo have particular characteristics that make it critical to promote them to a vast public. The information on the production methods and ingredients seemed to interact negatively with the sensorial perception of the product after tasting, probably because of the presence of blood and other problematic components (for example, components of the pig head in Biroldo) among the ingredients. Research limitations/implications – Limited size of the sample and a gastronomic niche product analyzed. Practical implications – The negative influence of the processed information has to be considered to efficiently communicate the typicalness of these salami products. In fact, whilst for other traditional products, different kinds of information related to process, raw materials, recipes and, more generally, tradition can be jointly used to increase the arousal and the expectation on products quality characteristics, in this case, the communication strategy has to carefully consider the limit of these product components. Originality/value – For the first time the use of experimental auctions investigate the role of problematic information, such as the presence of blood, on consumers’ preference towards a typical gastronomic product.

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