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Willingness-to-pay for safety improvements in the German meat sector: the case of the Q&S label

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  • Ulrich Enneking

Abstract

This paper investigates consumers' willingness-to-pay (WTP) for the quality assurance scheme recently introduced in the German meat sector. In particular, packaged liver sausages marked with a blue 'quality and safety' (Q&S label were presented to respondents in a choice experiment. Respondents had to select one product from a choice set of six brands. The empirical findings suggest that quality labelling significantly influences consumer choice behaviour and that WTP estimates vary considerably across brands. Specifically, for a Q&S label attached to a German premium brand, consumers are willing to pay euro 0.34 whereas WTP for the label on a less well-known product is euro 0.11. Copyright 2004, Oxford University Press.

Suggested Citation

  • Ulrich Enneking, 2004. "Willingness-to-pay for safety improvements in the German meat sector: the case of the Q&S label," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 31(2), pages 205-223, June.
  • Handle: RePEc:oup:erevae:v:31:y:2004:i:2:p:205-223
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    Cited by:

    1. Kyriaki Remoundou & Andreas C. Drichoutis & Phoebe Koundouri, 2013. "Isolating Warm Glow in Charitable Auction Giving," GRI Working Papers 131, Grantham Research Institute on Climate Change and the Environment.
    2. Wiegerinck, V.J.J., 2006. "Consumer trust and food safety. An attributional approach to food safety incidents and channel response," Other publications TiSEM 6853c430-a9ce-434f-8d45-b, Tilburg University, School of Economics and Management.
    3. Theuvsen, Ludwig & Essmann, Sandra & Brand-Sassen, Henning, 2005. "Livestock Husbandry between Ethics and Economics: Finding a Feasible Way Out by Target Costing?," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24598, European Association of Agricultural Economists.
    4. Devesh Roy & Ekin Birol & Katharina Deffner & Bhushana Karandikar, 2010. "Developing Country Consumers’ Demand for Food Safety and Quality: Is Mumbai Ready for Certified and Organic Fruits?," Chapters,in: Choice Experiments in Developing Countries, chapter 15 Edward Elgar Publishing.
    5. Wang, Shuxian & Wu, Linhai & Zhu, Dian & Wang, Hongsha & Xu, Lingling, 2014. "Chinese consumers’ preferences and willingness to pay for traceable food attributes: The case of pork," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 165639, Agricultural and Applied Economics Association.
    6. Ellison, Brenna & Bernard, John C. & Paukett, Michelle & Toensmeyer, Ulrich C., 2016. "The influence of retail outlet and FSMA information on consumer perceptions of and willingness to pay for organic grape tomatoes," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 109-119.
    7. Nadhem Mtimet & Luis Miguel Albisu, 2006. "Spanish wine consumer behavior: A choice experiment approach," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 343-362.
    8. Illichmann, Rebecca & Abdulai, Awudu, 2013. "Analysis of Consumer Preferences and Willingness-To-Pay for Organic Food Products in Germany," 53rd Annual Conference, Berlin, Germany, September 25-27, 2013 156100, German Association of Agricultural Economists (GEWISOLA).
    9. Sckokai, Paolo & Veneziani, Mario & Moro, Daniele & Castellari, Elena, 2014. "Consumer willingness to pay for food safety: the case of mycotoxins in milk," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), issue 1, April.
    10. Linhai Wu & Xiaolin Liu & Dian Zhu & Hongsha Wang & Shuxian Wang & Lingling Xu, 2015. "Simulation of Market Demand for Traceable Pork with Different Levels of Safety Information: A Case Study in Chinese Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 513-537, December.
    11. Enneking, Ulrich & Obersojer, Thomas & Kratzmair, Marion, 2007. "Faktoren für die Zufriedenheit mit Qualitätssystemen aus Sicht der Primärerzeuger," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 56(2).
    12. Anabela Botelho & Isabel Dinis & Lina Sofia Lourenço-Gomes & Jorge Moreira & Lígia Costa Pinto, 2014. "Origin or organoleptic characteristics of Pears: which is more valued in the market?," NIMA Working Papers 55, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho.
    13. Maria Aguiar Fontes & Eric Giraud-Héraud & Alexandra Seabra Pinto, 2013. "Consumers' behaviour towards food safety: A litterature review," Working Papers hal-00912476, HAL.
    14. Heikkila, Jaakko & Pouta, Eija & Forsman-Hugg, Sari & Makela, Johanna, 2010. "Consumer Intentions Of Buying Poultry Meat Under Perceived Biological, Chemical Or Technological Risk In Finland," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116403, European Association of Agricultural Economists;Agricultural and Applied Economics Association.
    15. Carolina Liljenstolpe, 2008. "Evaluating animal welfare with choice experiments: an application to Swedish pig production," Agribusiness, John Wiley & Sons, Ltd., vol. 24(1), pages 67-84.
    16. Banerji, Abhijit & Birol, Ekin & Karandikar, Bhushana & Rampal, Jeevant, 2016. "Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India," Food Policy, Elsevier, vol. 62(C), pages 133-141.

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