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Consumers' willingness-to-pay for organic conversion-grade food: Evidence from five EU countries

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Author Info

  • Tranter, R.B.
  • Bennett, R.M.
  • Costa, L.
  • Cowan, C.
  • Holt, G.C.
  • Jones, P.J.
  • Miele, M.
  • Sottomayor, M.
  • Vestergaard, J.

Abstract

In recent years, in overall value, the EU has become a net importer of organic food to supply increasing demand. Financial support for farmers during the conversion period has been made to help expand organic production as this was seen as a barrier to conversion. Meanwhile, farmers have been marketing products produced in this conversion period and labelled as such, the extent to which is described here for the UK, Portugal, Denmark, Ireland and Italy. Consumers' attitudes towards, and willingness-to-pay for, conversion-grade food in these countries is examined. It was found that consumers would be prepared to pay a premium for conversion-grade produce of around half the premium for organic produce with vegetables attracting a higher premium than meat. Finally, the potential of policies for marketing conversion-grade products to encourage more conversion is examined, together with barriers to achieving this. It is concluded that barriers to marketing such products, particularly from retailers, will be formidable. Thus, alternative policies are suggested.

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Bibliographic Info

Article provided by Elsevier in its journal Food Policy.

Volume (Year): 34 (2009)
Issue (Month): 3 (June)
Pages: 287-294

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Handle: RePEc:eee:jfpoli:v:34:y:2009:i:3:p:287-294

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Web page: http://www.elsevier.com/locate/foodpol

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Keywords: Organic conversion-grade food Willingness-to-pay Marketing Denmark; Ireland; Italy; Portugal and the UK;

References

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  1. Caswell, Julie & Joseph, Siny, 2007. "Consumer Demand for Quality: Major Determinant for Agricultural and Food Trade in the Future?," Research Reports 149196, University of Connecticut, Food Marketing Policy Center.
  2. Cameron, Trudy Ann, 1988. "A new paradigm for valuing non-market goods using referendum data: Maximum likelihood estimation by censored logistic regression," Journal of Environmental Economics and Management, Elsevier, vol. 15(3), pages 355-379, September.
  3. Richard Bennett & Douglas Larson, 1996. "Contingent Valuation Of The Perceived Benefits Of Farm Animal Welfare Legislation: An Exploratory Survey," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1-4), pages 224-235.
  4. R. M. Bennett & R. B. Tranter & R. J. P. Blaney, 2003. "The Value of Countryside Access: A Contingent Valuation Survey of Visitors to the Ridgeway National Trail in the United Kingdom," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 46(5), pages 659-671.
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Cited by:
  1. Daugbjerg, Carsten & Tranter, Richard B. & Holloway, Garth J., 2008. "Organic Farming Policies and the Growth of the Organic Sector in Denmark and the UK: A Comparative Analysis," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44173, European Association of Agricultural Economists.

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