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Preispolitik für ökologische Lebensmittel: Eine neo-institutionalistische Analyse

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  • Spiller, Achim

Abstract

Price premiums are recognized as a central barrier for the diffusion of organic food. On average, the consumer has to pay about 50 % more for organic food than for comparable products. This is also true for large retailers although considerable economies of scale could be expected. Against this background the following article analyzes pricing strategies of supermarkets. It appears evident that higher prices of organic food reflect higher costs of production and lower output, but primarily this is due to inefficient structures in processing and marketing. Furthermore, the pressures of competition in the market are low; price reductions and bargain sales are avoided by competitors. If the premium prices are compared with the results of market research, a large discrepancy between the willingness to pay for organic food and actual prices will be found. By means of a conjoint analysis the managerial inefficiencies of this pricing policy can be proven. Finally, the paper gives theoretical justification for the current pricing policy of large retailers. We present a neo-institutional organizational approach to identify reasons for imitative behaviour. Similar pricing strategies of all retailers can be considered as a process of mimetic isomorphism. Particular emphasis is placed on high managerial uncertainty and pressure of stakeholders.

Suggested Citation

  • Spiller, Achim, 2001. "Preispolitik für ökologische Lebensmittel: Eine neo-institutionalistische Analyse," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 50(07), pages 1-11.
    • Handle: RePEc:ags:gjagec:99000
    DOI: 10.22004/ag.econ.99000
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    References listed on IDEAS

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    1. Simons, Johannes & Vierboom, Carl & Harlen, Ingo, 2001. "Einfluss des Images von Bio-Produkten auf den Absatz der Erzeugnisse," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 50(05), pages 1-7.
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    Cited by:

    1. Theuvsen, L. & Essmann, S. & Brand-Saßen, H., 2006. "Does More Animal Welfare in Turkey Husbandry Pay off? Empirical Evidence from Germany," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 41, March.
    2. Terlau, Wiltrud & Hirsch, Darya, 2015. "Sustainable Consumption and the Attitude-Behaviour-Gap Phenomenon - Causes and Measurements towards a Sustainable Development," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 6(3), pages 1-16, July.
    3. Enneking, U. & Lüth, M. & Spiller, A., 2004. "Eine Analyse von Selten- und Gelegenheitskäufen ökologischer Lebensmittel mittels Discrete Choice Analyse," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 39.

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    1. Meyer-Höfer, Marie von & Nitzko, Sina & Spiller, Achim, 2013. "Expectation Gaps and Halo-Effects in Organic Food Positioning: Characteristics of Organic Food from a Consumer’s Point of View," GlobalFood Discussion Papers 160420, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
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