Splitting consumer's willingness to pay premium price for organic products over main purchase motivations
AbstractRecently, Italian agriculture has been widely characterised by the increasing number of farms and land converting to organic farming. In the slow process of shifting from a "niche" to a broader consumption in the organic products market deep differences between conventional and organic production, distribution and consumption became evident. In such a context, the consumer's behaviour about organic products analysis transpires to be complex as it involves either social - economic and psychographic characteristics. In order to address this issue a research has been carried out in two steps: in the first one, a qualitative analysis step, 45 consumer s of organic products were interviewed by phone using laddering techniques; then, in the second quantitative step, data from a 203 consumer s sample, representative of a region of South of Italy, was analysed by means of a multinomial logit. The research main innovative aspect resides in the two- step approach (qualitative - quantitative analysis), that enabled researchers to identify and quantify the environmental and hygienic component importance in consumer preferences on organic products.
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Bibliographic InfoPaper provided by European Association of Agricultural Economists in its series 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece with number 10057.
Date of creation: 2006
Date of revision:
Organic products; Preference analysis; Laddering interviews; Choice model; Demand and Price Analysis;
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- Scarpa Riccardo & Del Giudice Teresa, 2004. "Market Segmentation via Mixed Logit: Extra-Virgin Olive Oil in Urban Italy," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 2(1), pages 1-20, August.
- Kenneth E. Train, 1998. "Recreation Demand Models with Taste Differences over People," Land Economics, University of Wisconsin Press, vol. 74(2), pages 230-239.
- Idda, Lorenzo & Madau, Fabio A. & Pulina, Pietro, 2008. "The Motivational Profile of Organic Food Consumers: a Survey of Specialized Stores Customers in Italy," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 43946, European Association of Agricultural Economists.
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