IDEAS home Printed from https://ideas.repec.org/a/ags/gjagec/284973.html
   My bibliography  Save this article

Determinants of Consumers’ Willingness-to-pay for Fairly-produced, Locally Grown Dairy Products

Author

Listed:
  • Emberger-Klein, Agnes
  • Menrad, Klaus
  • Heider, Dominik

Abstract

At the end of the last decade, several regional marketing projects were launched in the dairy sectors of various Alpine countries with the aim of creating a higher added value for milk products and allowing fair prices for the dairy farmers involved. The projects wanted to offer an alternative marketing channel for the farms in these regions by marketing ‘fairly-produced, locally grown products’. The aim of this study is to analyze the determinants of consumers’ willingness-to-pay (WTP) for fairly-produced, locally grown products using two different WTP measures: the first one describes a more general willingness-to-pay (WTPGEN) and the second one quantifies the price premium (WTPQUAN) respondents are willing to pay. The influence of both person-related and environmental factors, which are known to have an impact on food-related consumption behavior, was determined introducing and using the Shapley value (SV) decomposition of R2. This concept is commonly used in the commercial marketing context, but until now it has rarely been applied in academic research on food-related consumption behavior, even though it provides interesting advantages. The results show that consumers’ WTP for fairly-produced, locally grown products is influenced by person-related factors as well as by environmental factors. In the case of WTPQUAN, a dominant influence by consumers’ price consciousness can be observed, while a higher relative importance of the more global constructs of norms, stated preferences, and values can be detected when explaining WTPGEN.

Suggested Citation

  • Emberger-Klein, Agnes & Menrad, Klaus & Heider, Dominik, 2016. "Determinants of Consumers’ Willingness-to-pay for Fairly-produced, Locally Grown Dairy Products," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 65(02), June.
    • Handle: RePEc:ags:gjagec:284973
    DOI: 10.22004/ag.econ.284973
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/284973/files/2_Klein.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.284973?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Labohm, Katharina & Baaken, Dominik & Hess, Sebastian, 2021. "Mikromarktstrukturen der Rohmilchautomaten in Deutschland," 61st Annual Conference, Berlin, Germany, September 22-24, 2021 317053, German Association of Agricultural Economists (GEWISOLA).
    2. Markova-Nenova, Nonka & Wätzold, Frank, 2018. "Fair to the cow or fair to the farmer? The preferences of conventional milk buyers for ethical attributes of milk," Land Use Policy, Elsevier, vol. 79(C), pages 223-239.
    3. Markova-Nenova, Nonka & Wätzold, Frank, 2017. "Fairness to dairy cows or fairness to farmers: What counts more in the preferences of conventional milk buyers for ethical attributes of milk?," MPRA Paper 83066, University Library of Munich, Germany.
    4. Carsten Herbes & Johannes Dahlin & Peter Kurz, 2020. "Consumer Willingness To Pay for Proenvironmental Attributes of Biogas Digestate-Based Potting Soil," Sustainability, MDPI, vol. 12(16), pages 1-19, August.
    5. Janina Knuck & Sebastian Hess, 2023. "Who buys regional fresh milk brands? An analysis of German household data," Agribusiness, John Wiley & Sons, Ltd., vol. 39(2), pages 473-493, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:gjagec:284973. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/iahubde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.