Consumers’ willingness to pay for tomatoes carrying different organic labels

2015 ◽  
Vol 117 (11) ◽  
pp. 2814-2830 ◽  
Author(s):  
Mo Chen ◽  
Shijiu Yin ◽  
Yingjun Xu ◽  
Zhiwei Wang
Keyword(s):  
Willingness To Pay ◽  
Consumer Preferences ◽  
Individual Characteristics ◽  
Strategy Development ◽  
The European Union ◽  
Heterogeneous Preferences ◽  
Content Type ◽  
Positive Effects ◽  
Significant Difference ◽  
Organic Label

Purpose – The purpose of this paper is to determine consumers’ willingness to pay (WTP) for tomatoes carrying different organic labels. Design/methodology/approach – The data were collected from 878 randomly selected consumers in Shandong Province, China, using the Becker-DeGroot-Marschak auction experiment. The authors used the multivariate probit (MVP) model to analyze the factors influencing consumer preferences. Findings – Results indicated that consumers’ WTP for tomatoes carrying the European Union (EU) organic label was significantly higher than those carrying the Chinese organic label. However, no significant difference was found between consumers’ WTP for tomatoes carrying the EU organic label and that for tomatoes carrying both Chinese and EU labels. The results of the MVP model analysis demonstrated that the consumers with different individual characteristics had heterogeneous preferences for organic labels. Food safety consciousness and organic knowledge both had positive effects on consumers’ WTP, meanwhile, environmental awareness had no prominent effect on consumer preferences. Originality/value – This research is of academic value and of value to policy makers and suppliers. To satisfy diverse market requirements, governments, and manufacturers should consider consumer preferences for different certification labels in strategy development.

Chinese consumers’ willingness-to-pay for safety label on tomato: evidence from choice experiments

2017 ◽  
Vol 9 (1) ◽  
pp. 141-155 ◽  
Author(s):  
Shijiu Yin ◽  
Mo Chen ◽  
Yingjun Xu ◽  
Yusheng Chen
Keyword(s):  
Food Safety ◽  
Willingness To Pay ◽  
Logit Model ◽  
Random Parameter ◽  
Choice Experiments ◽  
Content Type ◽  
Significant Difference ◽  
Random Parameter Logit ◽  
Organic Label ◽  
Random Parameter Logit Model

Purpose Unlike some developed countries, Chinese food safety certification system is multi-level including organic/green/hazard-free certifications. The purpose of this paper is to assess consumers’ preferences for tomatoes carrying these different labels. Design/methodology/approach Data used in this study came from choice experiments (CEs) conducted in Shandong province, China. Based on experiment data, a random parameter logit model was established to analyze consumers’ willingness-to-pay (WTP). Findings Consumers’ WTP for organic tomatoes was higher than that for hazard-free and green-certified tomatoes. Furthermore, consumers’ WTP for the European Union (EU) organic label was higher than that for the Chinese organic label, whereas a non-significant difference existed between the levels of consumers’ WTP for hazard-free and green-certified tomatoes. Consumers with different food safety risk perception (FSRP) had large differences in WTP, whereas those with varying environmental awareness (ENAW) had similar levels of WTP. Originality/value This contribution is the first research which focuses on consumers’ WTP for EU organic label, Chinese organic label, green label, or hazard-free label on tomato through CEs in China. Furthermore, the influence of consumers’ FSRP and ENAW on their preference was analyzed through a random parameter logit model.

Tasting organic: the influence of taste and quality perception on the willingness to pay for organic wine

2019 ◽  
Vol 31 (2) ◽  
pp. 221-242 ◽  
Author(s):  
Birgit Gassler ◽  
Carina Fronzeck ◽  
Achim Spiller
Keyword(s):  
Willingness To Pay ◽  
Mediation Analysis ◽  
Individual Characteristics ◽  
Environmental Benefits ◽  
Wine Quality ◽  
Experimental Conditions ◽  
Content Type ◽  
Price Auction ◽  
Organic Label ◽  
Organic Wine

Purpose The mechanism by which organic labelling affects consumers’ willingness to pay (WTP) for wine is not yet fully understood. Organic labelling not only transports information about environmental benefits, but may also influence consumers’ perceptions of quality and taste. The purpose of this paper is to separate the information effect from the perception effect of an organic label on WTP. Design/methodology/approach Taste and quality perceptions of 110 German consumers and their WTP for white and red wines were collected in a second-price auction in conjunction with a blind tasting. Each measure was recorded under two experimental conditions: with and without organic labelling. Serial mediation analysis is used to identify the information and perception effect of an organic label on WTP. A moderating effect of commitment to organic consumption is considered. Findings Wines marketed as organic are perceived as tastier and of higher quality and value. The organic labelling effect is stronger for committed organic consumers. Mediation analysis confirms perceived better taste as a key driver for WTP, especially for less committed organic consumers. The findings highlight perceptions of wine quality as the main mediator through which organic labelling affects WTP for red wine and for committed organic consumers. Originality/value This paper adds to the literature by decomposing the signalling mechanism of organic labelling and by emphasising the role of individual characteristics in determining its magnitude and pathways. Implications from a marketing and wine industry’s perspective are discussed.

Zie ik het of zie ik het niet?

2021 ◽  
Vol 49 (1) ◽  
pp. 51-83
Author(s):  
Jorre Vannieuwenhuyze ◽  
Karen Donders ◽  
Ike Picone
Keyword(s):  
European Union ◽  
Government Regulation ◽  
Video On Demand ◽  
The European Union ◽  
Content Type ◽  
Consumption Behavior ◽  
Local Content ◽  
Positive Effects ◽  
On Demand ◽  
The Impact

Abstract Do I see or not? A study on the impact of placement on program consumption in an on-demand environment The European Union (2018) stipulates that Member States can implement rules to ensure the findability and visibility of local content in video- on- demand environments. Indeed, several countries are concerned that their own audiovisual programs or journalistic products will be consumed less in such environments. It is argued that, in such environments, media users completely decide themselves about their consumption agency, but such statements are also contested. In this research we analyze the impact of placement on the consumption of audiovisual programs in the video-on-demand environments of the Flemish broadcasters VRT and DPG. From experimental research we conclude that there is indeed a significant impact of placement on consumption behavior and that, in other words, manipulations by intermediary gatekeepers can have potentially negative and positive effects on the consumption of local content. Government regulation would therefore be a useful tool to safeguard the importance of proximity of content.

scholarly journals How Perceived Sensory Dimensions of Forest Park Are Associated with Stress Restoration in Beijing?

2022 ◽  
Vol 19 (2) ◽  
pp. 883
Author(s):  
Congying An ◽  
Jinglan Liu ◽  
Qiaohui Liu ◽  
Yuqi Liu ◽  
Xiaoli Fan ◽  
...  
Keyword(s):  
Mixed Model ◽  
Linear Mixed Model ◽  
Individual Characteristics ◽  
Forest Park ◽  
Positive Effects ◽  
Activity Intensity ◽  
Visit Frequency ◽  
Significant Difference ◽  
Visit Duration ◽  
Forest Parks

A growing number of studies suggest that the perceived sensory dimensions (PSDs) of green space are associated with stress restoration offered by restorative environment. However, there is little known about PSDs and stress restoration as well as their relationship to forest park. To fill this gap, an on-site questionnaire survey was conducted in three forest parks in Beijing, as a result of which a total number of 432 completed responses were collected and analyzed. The mean values of PSDs were used to represent PSDs of forest park. Using independent sample t-test and ANOVA, this study analyzed the individual characteristics that affected PSDs and stress restoration. Linear mixed model was used to identify the relationship between PSDs and stress restoration of forest park, which took into account the interactions of stress level and PSDs. The results showed that: (1) the perceived degree of PSDs in forest park from strong to weak was Serene, Space, Nature, Rich in species, Prospect, Refuge, Social and Culture, which varied with visitors’ gender, age, level of stress, visit frequency, activity intensity, visit duration and commuting time; (2) in PSDs, Refuge, Serene, Social and Prospect had significantly positive effects on the stress restoration of forest parks (3) there was no significant difference in the effect of the eight PSDs on the stress restoration between different stress groups; (4) stress restoration was influenced by visitors’ gender, age, visit frequency and visit duration. These findings can offer references for managers to improve the health benefits of forest park for visitors, and can enrich the knowledge about PSDs and stress restoration.

Determining the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products

2009 ◽  
Vol 111 (11) ◽  
pp. 1188-1199 ◽  
Author(s):  
Z. Gokalp Goktolga ◽  
Kemal Esengun
Keyword(s):  
Willingness To Pay ◽  
Household Income ◽  
Consumer Preference ◽  
Household Size ◽  
Negative Effects ◽  
Content Type ◽  
Factors Affecting ◽  
Monthly Household Income ◽  
Positive Effects ◽  
Conducting Research

PurposeThe purpose of this paper is to determine the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products.Design/methodology/approachTomato was selected as a model crop. Data used in this study were gathered from questionnaires conducted in Tokat province of Turkey in April 2006. Questionnaires were accomplished via face‐to‐face interviews over 262 households. “Ordered logit model” was used in determining the factors that affect the willingness of consumers for higher prices for genetically unmodified products. Ordered models are those that limit dependent variables to certain intervals. According to the results, variables of household size, monthly household income, household's monthly food consumption expenditure and level of consumers' sensitivity over the issue affected the willingness to pay higher prices for genetically unmodified products.FindingsResults of the study indicated that household size and monthly household income had negative effects on the willingness to pay extra, while monthly food expenditure and concern had positive effects.Originality/valueThe results of the study will be beneficial for the policy makers, producers, consumers and those conducting research in this area alike. Carrying out studies aimed at determining consumer preference, such as this, will help form consumer consciousness, especially in Turkey, to protect consumer health.

Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames

2015 ◽  
Vol 7 (3) ◽  
pp. 292-312 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S
Keyword(s):  
Online Advertising ◽  
Individual Characteristics ◽  
Game Playing ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Significant Difference ◽  
Brand Placements ◽  
The Impact

Purpose – The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention to explain how and under what conditions brand placements create attention, elaboration and subsequent brand recall. Design/methodology/approach – A 2 (brand placement strength: prominent versus subtle) × 2 (prior game playing experience: experienced versus inexperienced) × 2 (game involvement: high versus low involvement) between-subjects measures design is used. Empirical data were obtained from 220 undergraduate student gamers. A between-subjects measures ANOVA is used to test the hypotheses. Findings – There are several important findings that can be inferred from the results. First, inexperienced gamers report high brand recall in prominent brand placements than subtle brand placements, whereas for experienced gamers, no significant difference in recall rates is found between prominent brand placement and subtle brand placement. Second, inexperienced gamers with low game involvement playing an advergame with prominent brand placement report high brand recall compared to inexperienced gamers with high game involvement playing an advergame with prominent brand placement. Research limitations/implications – The study contributes to the advertising literature from a non-traditional advertising perspective, particularly in the context of online advergames, and explains the role of brand placement and its boundary conditions to create customers’ brand memory. Moreover, this research contributes to the marketing knowledge on how to locate and embed the brands effectively in advergames, taking into account the individual characteristics of each advergame. Practical implications – The findings are very important for advertising practitioners because selecting media that enhances the brand memory of the consumers through entertainment is a planning strategy that has been widely used by media planners today. Hence, advertising managers should think about designing advergames by taking into account the game involvement factor to make sure that the implementation has the strongest positive effect on consumers’ memory. Originality/value – This research contributes to the literature of online advertising, especially the advergames by exploring the impact of brand placement strength and prior gaming experience on gamers’ brand recall. In addition, this study is the first step toward understanding the moderating role of game involvement on Indian gamers recall in the context of online advertising.

Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Silvia Cacho-Elizondo ◽  
Mary Conway Dato-on ◽  
Tracy Harmon-Kizer
Keyword(s):  
Brand Image ◽  
Strategy Development ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type ◽  
Segmentation Strategy ◽  
Brand Relationship ◽  
Significant Difference ◽  
The Usa ◽  
The Impact

Purpose This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach Data were analyzed from 906 respondents (348-USA and 558-Mexico) to assess paths to purchase loyalty and test brand relationship hypotheses using partial least squares. Findings Analysis revealed that consumers in both markets demonstrated similar paths from tequila experience to brand love and attitude toward their favorite tequila brand. On the contrary, significant differences in the influence of tequila experience on the brand image were evident. Tequila experience did not have a significant difference between markets on purchase loyalty. Attitude toward the tequila brand had a much stronger influence on brand image for the USA compared to Mexican respondents. Finally, brand love’s influence on purchase loyalty differed significantly between the two markets of respondents. Practical implications Considering different paths to behavioral brand loyalty across markets enables segmentation strategy development to increase repeat purchase and brand allegiance. Results indicate that the brand's image is a strong influencer of purchase loyalty, suggesting opportunities exist for brand managers to consider unique paths toward purchase loyalty. Originality/value This study advances the literature by answering the call for multi-national studies that investigate consumer-brand relationships. Furthermore, the research setting offers insight into consumer-brand relationships and consumption patterns for spirits in a different national context, in this case, the product’s country of origin (Mexico) and its largest market (USA).

Preferences of Chinese consumers for the attributes of fresh produce portfolios in an e-commerce environment

2017 ◽  
Vol 119 (4) ◽  
pp. 817-829 ◽  
Author(s):  
Shaosheng Jin ◽  
Haoyang Li ◽  
Yao Li
Keyword(s):  
Choice Experiment ◽  
Design Methodology ◽  
Consumer Preferences ◽  
Fresh Produce ◽  
Fractional Factorial ◽  
Chinese Consumers ◽  
Heterogeneous Preferences ◽  
Content Type ◽  
Large Cities ◽  
Fresh Vegetables

Purpose In recent years, fresh produce (fresh vegetables and fruit) has been circulated widely via e-commerce in Chinese large cities in the form of fresh produce portfolios (FPPs). The purpose of this paper is to analyze the preferences of Chinese consumers for specific FPP attributes. Design/methodology/approach A choice experiment approach was used to explore consumer preferences. The authors conducted a means-end-chains evaluation to select the attributes for the choice experiment. The authors used a fractional factorial design and finally obtained 18 choice scenarios. The authors collected 166 effective consumer questionnaires in Beijing. Findings The authors found that among the four attributes considered, certification and the diversity of the FPP had significant effects on the willingness to pay (WTP) among consumers. Residents had heterogeneous preferences for FPP diversity and certification, but certification was the major concern when considering fresh produce in the FPP. With regard to the WTP for attributes in the portfolio, the WTP values for “green” and “organic” attributes were high, but the WTP for the diversity of FPPs was low. Originality/value This study is the first attempt to explore the preferences of Chinese consumers regarding the attributes of FPP in an e-commerce environment.

scholarly journals Campylobacter Colonization and Proliferation in the Broiler Chicken upon Natural Field Challenge Is Not Affected by the Bird Growth Rate or Breed

2014 ◽  
Vol 80 (21) ◽  
pp. 6733-6738 ◽  
Author(s):  
Fraser J. Gormley ◽  
Richard A. Bailey ◽  
Kellie A. Watson ◽  
Jim McAdam ◽  
Santiago Avendaño ◽  
...  
Keyword(s):  
Growth Rate ◽  
Growth Rates ◽  
Consumer Preferences ◽  
Pure Line ◽  
Public Health Perspective ◽  
Content Type ◽  
Commercial Flock ◽  
Significant Difference ◽  
Commercial Broiler ◽  
Market Needs

ABSTRACTThe zoonotic association betweenCampylobacterbacteria in poultry and humans has been characterized by decades of research which has attempted to elucidate the epidemiology of this complex relationship and to reduce carriage within poultry. While much work has focused on the mechanisms facilitating its success in contaminating chicken flocks (and other animal hosts), it remains difficult to consistently excludeCampylobacterunder field conditions. Within the United Kingdom poultry industry, various bird genotypes with widely varying growth rates are available to meet market needs and consumer preferences. However, little is known about whether any differences inCampylobactercarriage exist across this modern broiler range. The aim of this study was to establish if a relationship exists between growth rate or breed and cecalCampylobacterconcentration after natural commercial flockCampylobacterchallenge. In one investigation, four pure line genotypes of various growth rates were grown together, while in the second, eight different commercial broiler genotypes were grown individually. In both studies, theCampylobacterconcentration was measured in the ceca at 42 days of age, revealing no significant difference in cecal load between birds of different genotypes both in mixed- and single-genotype pens. This is important from a public health perspective and suggests that other underlying reasons beyond genotype are likely to control and affectCampylobactercolonization within chickens. Further studies to gain a better understanding of colonization dynamics and subsequent proliferation are needed, as are novel approaches to reduce the burden in poultry.

scholarly journals Heterogeneity in consumer preferences for ready-to-eat pomegranate: an empirical study in Italy

2020 ◽  
Vol 122 (12) ◽  
pp. 3869-3884
Author(s):  
Alice Stiletto ◽  
Elisa Giampietri ◽  
Samuele Trestini
Keyword(s):  
Online Survey ◽  
Latent Class ◽  
Consumer Preferences ◽  
Heterogeneous Preferences ◽  
Time Saving ◽  
Content Type ◽  
Negative Effect ◽  
Italian Origin ◽  
Consumer Test ◽  
Positive Effect

PurposeThe present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price.Design/methodology/approachThe paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM).FindingsBy segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect.Research limitations/implicationsThe sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample.Practical implicationsThis study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils.Originality/valueThis study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.

Sign in / Sign up

Export Citation Format

Share Document