新鲜有机食品的消费:溢价定价与支付意愿预测

Eluiza Alberto de Morais Watanabe, Solange Alfinito, Thaíssa Velloso Castelo Branco, Caroline Felix Raposo, Marina Athayde Barros
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引用次数: 4

摘要

摘要本文提出了三项研究。研究1通过比较有机食品和非有机食品的价格,确定了零售商对不同类型的有机产品收取的价格。研究2和3分析了支付意愿的预测因素。研究2的重点是社会经济地位、信任、健康问题和环境问题的作用。研究3测试了购买地点和标签的重要性。这项研究总共调查了917名消费者。结果显示,零售商对有机食品收取高价。大多数消费者准备支付5%至10%的保险费。收入和有机标签的存在是支付意愿的重要预测因素,而环境问题和购买地点则不是。研究结果有助于巴西有机食品WTP研究的决策和扩展,为进一步研究铺平道路。
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The Consumption of Fresh Organic Food: Premium Pricing and the Predictors of Willingness to Pay
ABSTRACT The paper presents three studies. Study 1 identified the price charged by retailers for different types of organic produce, comparing the prices of organic and non-organic food. Studies 2 and 3 analyzed the predictors of the willingness to pay. Study 2 focused on the role of socioeconomic status, trust, health concerns, and environmental concerns. Study 3 tested the importance of the place of purchase and of labeling. The studies surveyed 917 consumers in total. The results showed that retailers charged a premium price for organic food. Most consumers are prepared to pay a premium of between 5% and 10%. Income and the presence of organic labeling are significant predictors of willingness to pay, while environmental concerns and the place of purchase are not. The results can contribute to the decision-making and the expansion of the studies about WTP for organic food in the Brazilian context, paving further studies.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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