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Combining Stated and Revealed Preferences on Typical Food Products: The Case of Dry‐Cured Ham in Spain

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  • Helena Resano‐Ezcaray
  • Ana Isabel Sanjuán‐López
  • Luis Miguel Albisu‐Aguado

Abstract

An extensive body of research concerns the valuation of EU certification schemes of quality based on the origin of food products. This literature focuses mainly on stated preferences (SPs) and reported behaviours by the consumers. We combine consumers’ SPs, obtained through a conjoint ranking experiment, with revealed preferences (RP), obtained through a retail scanner database. We evaluate SPs as predictors of RP, and investigate whether SPs and RPs are consistent. Dry‐cured ham in Spain is chosen as the anchor product, mainly because of its broad customer base and long history of origin certification. A ‘trick’ nested logit model with non‐identical and identical samples of consumers is estimated to answer each of the objectives. Results show that, irrespective of the analysed samples, SP can predict general market trends and choices but not accurately predict market shares, and that consumers’ actual behaviour is partly consistent with their SPs. We find that consumers prefer ham produced in Teruel, compared with unspecified Spanish origin. Quality Certification and a Distributor’s Brand are preferred over the alternatives of no quality label or identified with a brand owned by the producer. Interestingly, SPs for the Quality Certification and the distributor’s brand lead to an over‐ and under‐estimation, respectively, of the market share.

Suggested Citation

  • Helena Resano‐Ezcaray & Ana Isabel Sanjuán‐López & Luis Miguel Albisu‐Aguado, 2010. "Combining Stated and Revealed Preferences on Typical Food Products: The Case of Dry‐Cured Ham in Spain," Journal of Agricultural Economics, Wiley Blackwell, vol. 61(3), pages 480-498, September.
  • Handle: RePEc:bla:jageco:v:61:y:2010:i:3:p:480-498
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    File URL: https://doi.org/10.1111/j.1477-9552.2010.00250.x
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    Cited by:

    1. Kirsten, Johann F. & Vermeulen, Hester & Van Zyl, Karlien & Du Randt, Gerrie & Du Plessis, H. & Weissnar, Tessa, 2012. "The economic potential for an origin based marketing and certification system for a meat product in South Africa: Perceptions, preferences, and experiments," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 125764, International Association of Agricultural Economists.
    2. repec:gam:jsusta:v:11:y:2019:i:3:p:796-:d:203208 is not listed on IDEAS
    3. Resano, Helena & Sanjuán, Ana I. & Albisu, Luis M., 2012. "Consumers’ response to the EU Quality policy allowing for heterogeneous preferences," Food Policy, Elsevier, vol. 37(4), pages 355-365.
    4. repec:ags:ijofsd:254123 is not listed on IDEAS
    5. Garavaglia, Christian & Mariani, Paolo, 2015. "How Much Do Consumers Value PDO Certifications? Estimates of WTP for PDO Dry-Cured Ham in Italy," 145th Seminar, April 14-15, 2015, Parma, Italy 200376, European Association of Agricultural Economists.
    6. Schuster, Monica & Vranken, Liesbet & Maertens, Miet, 2017. "You can(’t) always get the job you want: stated versus revealed employment preferences in the Peruvian agro-industry," IOB Working Papers 2017.04, Universiteit Antwerpen, Institute of Development Policy (IOB).
    7. Francesca Gerini & Frode Alfnes & Alexander Schjøll, 2016. "Organic- and Animal Welfare-labelled Eggs: Competing for the Same Consumers?," Journal of Agricultural Economics, Wiley Blackwell, vol. 67(2), pages 471-490, June.
    8. Bonanno, Alessandro & Bimbo, Francesco & Costanigro, Marco & VIscecchia, Rosaria, 2018. "Do Geographic Indication Labels Pay off? Estimating GI’s implicit Price Dispersion in the Italian EVOO Market," 2018 Annual Meeting, August 5-7, Washington, D.C. 274203, Agricultural and Applied Economics Association.

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