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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
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;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Kenneth E. Train, 1998. "Recreation Demand Models with Taste Differences over People," Land Economics, University of Wisconsin Press, vol. 74(2), pages 230-239.
- 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.
- 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.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search).
If references are entirely missing, you can add them using this form.