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The Role of sensory experience on Spanish consumer’s willingness to pay for sustainable produced food

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  • Avitia, Jessica
  • Costa-Font, Montserrat
  • Gil, Jose Maria
  • Lusk, Jayson L.
  • Echeverria, Gemma

Abstract

For a variety of reasons, Spanish growth in demand for organic and integrated products has not kept up with supply. This work focused on the effect of information and sensory issues on purchase behaviour in relation to sustainable agricultural production. Using experimental auctions and results from (trained and untrained) sensory Panels, we studied the preferences for attributes related to food sustainability. Spanish consumers have a positive attitude towards sustainable food due to environmental concerns, health concerns, and trust in certification and market agents. However, the premium they are willing to pay for these products is lower than the current market price. Furthermore, “search” and sensory “experience” influence consumers’ purchase behavior.

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Bibliographic Info

Paper provided by International Association of Agricultural Economists in its series 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil with number 126545.

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Date of creation: 2012
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Handle: RePEc:ags:iaae12:126545

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Keywords: Spain; organic production; integrated production; sensory issues; consumer behaviour; willingness to pay.; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;

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  8. Uwe Latacz-Lohmann & Carel Van der Hamsvoort, 1997. "Auctioning Conservation Contracts: A Theoretical Analysis and an Application," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(2), pages 407-418.
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  11. Combris, Pierre & Pinto, Alexandra Seabra & Fragata, Antonio & Giraud-Heraud, Eric, 2007. "Does taste beat food safety? Evidence from the “Pera Rocha” case in Portugal," 105th Seminar, March 8-10, 2007, Bologna, Italy 7879, European Association of Agricultural Economists.
  12. Jack Knetsch & Fang-Fang Tang & Richard Thaler, 2001. "The Endowment Effect and Repeated Market Trials: Is the Vickrey Auction Demand Revealing?," Experimental Economics, Springer, vol. 4(3), pages 257-269, December.
  13. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-29, March-Apr.
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