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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.

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Article provided by Elsevier in its journal Food Policy.

Volume (Year): 34 (2009)
Issue (Month): 3 (June)
Pages: 287-294

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Handle: RePEc:eee:jfpoli:v:34:y:2009:i:3:p:287-294
Contact details of provider: Web page: http://www.elsevier.com/locate/foodpol

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  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. Julie A. Caswell & Siny Joseph, 2007. "Consumer Demand for Quality: Major Determinant for Agricultural and Food Trade in the Future?," Food Marketing Policy Center Research Reports 097, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
  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. 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.
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