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Diferencias entre los segmentos del mercado en la disposición a pagar por un alimento ecológico: valoración contingente y análisis conjunto

Author

Listed:
  • SÁNCHEZ, MERCEDES
  • GRANDE, ILDEFONSO
  • GIL, JOSÉ M.
  • GRACIA, AZUCENA

Abstract

En los últimos años, en los países desarrollados, existe una mayor preocupación por parte del consumidor por aspectos como la seguridad alimentaria, entendida como la influencia de la alimentación en la salud o sobre el deterioro del medio ambiente. El incremento del consumo de productos ecológicos es una buena prueba de ello. Sin embargo, y especialmente en el caso de productos perecederos, existen una serie de condicionantes que parecen estar limitando dicho consumo: volumen, homogeneidad, aspecto exterior y, sobre todo, sus diferencias de precios con los productos convencionales. El objetivo del presente trabajo se centra en determinar cuál es el precio máximo que el consumidor está dispuesto a pagar por los alimentos ecológicos y en detectar si existen diferencias entre los segmentos observados en el mercado. Para alcanzar estos objetivos, se han aplicado dos metodologías alternativas desarrolladas en la literatura: la Valoración Contingente y el Análisis Conjunto. Los resultados obtenidos por ambas metodologías muestran una clara diferencia entre la disposición máxima a pagar por parte del consumidor de este tipo de productos y los precios reales existentes en el mercado y escasas diferencias entre los segmentos delimitados en el mercado. Este diferencial de precios puede estar suponiendo un importante freno a su consumo interior, dada la relevancia que para todos los consumidores estudiados tiene el precio como factor determinante en el proceso de compra del producto......In the last years, consumers in developed countries are more concerned about aspects such as health, environment degradation, etc. One of the possible consequences of such trend is the increasing consumption of organic food. However, and specially in perishable products, there still exist some factors which limit their consumption: volume, homogeneity, external appearance and, one of the most important, the high price. The objective of this paper is to determine the consumer willingness to pay (WTP) for ecological products as well as to characterise potential consumers attending to their WTP. Two alternative methodologies have been used in order to accomplish this objective: the Contingent Valuation method and the Conjoint analysis. Results show that consumers maximum WTP for ecological products significantly differ from real market prices which partially explains the relative low consumption growth.

Suggested Citation

  • Sánchez, Mercedes & Grande, Ildefonso & Gil, José M. & Gracia, Azucena, 2001. "Diferencias entre los segmentos del mercado en la disposición a pagar por un alimento ecológico: valoración contingente y análisis conjunto," Revista Espanola de Estudios Agrosociales y Pesqueros, Ministerio de Medio Ambiente, Rural y Marino (formerly Ministry of Agriculture), issue 190, pages 1-24.
  • Handle: RePEc:ags:spreea:165056
    DOI: 10.22004/ag.econ.165056
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    Citations

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    Cited by:

    1. Rodríguez, Elsa Mirta M. & Lacaze, María Victoria & Lupín, Beatriz, 2007. "Willingness to pay for organic food in Argentina: evidence from a consumer survey," Nülan. Deposited Documents 1300, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    2. Muhammad, Safdar & Fathelrahman, Eihab & Ullah, Rafi Ullah Tasbih, 2015. "Factors Affecting Consumers' Willingness to Pay for Certififed Organic Food Products in United Arab Emirates," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(1), pages 1-9, March.
    3. Vega-Zamora, Manuela & Parras-Rosa, Manuel & Murgado-Armenteros, Eva María & Torres-Ruiz, Francisco José, 2013. "A Powerful Word: The Influence of the Term 'Organic' on Perceptions and Beliefs Concerning Food," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(4), pages 1-26, November.

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