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

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

Abstract

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

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    5. Charalampia N. Anastasiou & Kiriaki M. Keramitsoglou & Nikos Kalogeras & Maria I. Tsagkaraki & Ioanna Kalatzi & Konstantinos P. Tsagarakis, 2017. "Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    6. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    7. Nie, Wenjing & Abler, David & Li, Taiping, 2021. "Grading attribute selection of China's grading system for agricultural products: What attributes benefit consumers more?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 93(C).
    8. 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.
    9. 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.
    10. Lindström, Hanna & Lundberg, Sofia & Marklund, Per-Olov, 2020. "How Green Public Procurement can drive conversion of farmland: An empirical analysis of an organic food policy," Ecological Economics, Elsevier, vol. 172(C).
    11. Andy W. Chen & Hao Chen, 2021. "Pricing of higher education: The case of top-ranked MBA programs," Economics and Business Letters, Oviedo University Press, vol. 10(3), pages 310-318.
    12. Islam, Shahidul, 2013. "Marketing organic foods through conventional retail outlets," MPRA Paper 107275, University Library of Munich, Germany, revised 2013.

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