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South African consumers' willingness to pay a premium for Karoo Lamb: The influence of subjective and objective knowledge, label information and demographics

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  • Donoghue, Suné
  • Wilken-Jonker, Ina
  • Steffens, Francois E.
  • Kirsten, Johann F.

Abstract

In South Africa, Karoo Lamb is a prestigious product associated with free range production. This study examined the influence of subjective and objective Karoo Lamb knowledge, the importance of label information, and demographics on consumers' willingness to pay a premium for Karoo Lamb products. A panel of 355 consumers who had previously purchased lamb/mutton products completed an online questionnaire. The importance of Karoo Lamb label information, subjective Karoo Lamb knowledge and population group had a significant positive impact on willingness to pay a premium for Karoo Lamb. Objective Karoo Lamb knowledge and other demographics did not have a significant impact.

Suggested Citation

  • Donoghue, Suné & Wilken-Jonker, Ina & Steffens, Francois E. & Kirsten, Johann F., 2021. "South African consumers' willingness to pay a premium for Karoo Lamb: The influence of subjective and objective knowledge, label information and demographics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002307
    DOI: 10.1016/j.jretconser.2021.102664
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    5. Caesarilla Maggie Zavira & Dyah Ismoyowati & Henry Yuliando, 2023. "Satisfaction and Loyalty of Korean Restaurant Consumers Based on Consumer Value and Knowledge," International Review of Management and Marketing, Econjournals, vol. 13(2), pages 28-35, March.

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