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


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


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.

Suggested Citation

  • Tranter, R.B. & Bennett, R.M. & Costa, L. & Cowan, C. & Holt, G.C. & Jones, P.J. & Miele, M. & Sottomayor, M. & Vestergaard, J., 2009. "Consumers' willingness-to-pay for organic conversion-grade food: Evidence from five EU countries," Food Policy, Elsevier, vol. 34(3), pages 287-294, June.
  • Handle: RePEc:eee:jfpoli:v:34:y:2009:i:3:p:287-294

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    References listed on IDEAS

    1. 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.
    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. Julie A. Caswell & Siny Joseph, 2007. "Consumer Demand for Quality: Major Determinant for Agricultural and Food Trade in the Future?," Working Papers 2007-4, University of Massachusetts Amherst, Department of Resource Economics.
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    Cited by:

    1. Costa, Cristina Amaro da & Santos, José Lima, 2016. "Estimating the demand curve for sustainable use of pesticides from contingent-valuation data," Ecological Economics, Elsevier, vol. 127(C), pages 121-128.
    2. repec:gam:jsusta:v:9:y:2017:i:8:p:1450-:d:108505 is not listed on IDEAS
    3. repec:bla:jconsa:v:51:y:2017:i:1:p:211-251 is not listed on IDEAS
    4. 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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