IDEAS home Printed from https://ideas.repec.org/a/eee/jfpoli/v34y2009i3p287-294.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0306-9192(09)00027-X
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. R. M. Bennett & R. B. Tranter & R. J. P. Blaney, 2003. "The Value of Countryside Access: A Contingent Valuation Survey of Visitors to the Ridgeway National Trail in the United Kingdom," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 46(5), pages 659-671.
    2. Cameron, Trudy Ann, 1988. "A new paradigm for valuing non-market goods using referendum data: Maximum likelihood estimation by censored logistic regression," Journal of Environmental Economics and Management, Elsevier, vol. 15(3), pages 355-379, September.
    3. Richard Bennett & Douglas Larson, 1996. "Contingent Valuation Of The Perceived Benefits Of Farm Animal Welfare Legislation: An Exploratory Survey," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1‐4), pages 224-235, January.
    4. Caswell, Julie A. & Joseph, Siny, 2007. "Consumer Demand for Quality: Major Determinant for Agricultural and Food Trade in the Future?," Working Paper Series 7390, University of Massachusetts, Amherst, Department of Resource Economics.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lucio Cappelli & Fabrizio D’Ascenzo & Maria Felice Arezzo & Roberto Ruggieri & Irina Gorelova, 2020. "The Willingness to Pay in the Food Sector. Testing the Hypothesis of Consumer Preferences for Some Made in Italy Products," Sustainability, MDPI, vol. 12(15), pages 1-11, August.
    2. Umberto Martini & Federica Buffa, 2017. "The links between territorial marketing, regional sustainability policies and the brand positioning of a small firm: An analysis of best practice in the dairy sector," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(2), pages 149-172.
    3. Yokessa, Maïmouna & Marette, Stéphan, 2019. "A Review of Eco-labels and their Economic Impact," International Review of Environmental and Resource Economics, now publishers, vol. 13(1-2), pages 119-163, April.
    4. Wuyang HU & Ping QING & Marvin BATTE & Tim WOODS & Stam ERNST, 2013. "What is local and for what foods does it matter?," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 59(10), pages 454-466.
    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. Xu, Yalin & Zhang, Zhiwen & Ren, Yanjun & Yuan, Rong & Wang, Yanan & Li, Rui & Zhao, Shunan & Qiu, Lu, 2024. "Can carbon labels shift consumers towards sustainable food? Evidence from Chinese consumers," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8, pages 1-13.
    9. 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.
    10. 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.
    11. 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).
    12. 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.
    13. Islam, Shahidul, 2013. "Marketing organic foods through conventional retail outlets," MPRA Paper 107275, University Library of Munich, Germany, revised 2013.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bennett, Richard M. & Blaney, Ralph J. P., 2003. "Estimating the benefits of farm animal welfare legislation using the contingent valuation method," Agricultural Economics, Blackwell, vol. 29(1), pages 85-98, July.
    2. Bennett, Richard & Blaney, Ralph, 2002. "Social consensus, moral intensity and willingness to pay to address a farm animal welfare issue," Journal of Economic Psychology, Elsevier, vol. 23(4), pages 501-520, August.
    3. Rashmita Basu, 2013. "Willingness-to-pay to prevent Alzheimer’s disease: a contingent valuation approach," International Journal of Health Economics and Management, Springer, vol. 13(3), pages 233-245, December.
    4. John C. Whitehead, 2006. "Willingness to Pay for Low Probability, Low Loss Hazard Insurance," Working Papers 06-08, Department of Economics, Appalachian State University.
    5. Hattori, Keisuke & Higashida, Keisaku, 2014. "Misleading advertising and minimum quality standards," Information Economics and Policy, Elsevier, vol. 28(C), pages 1-14.
    6. Wiktor Adamowicz & Mark Dickie & Shelby Gerking & Marcella Veronesi & David Zinner, 2014. "Household Decision Making and Valuation of Environmental Health Risks to Parents and Their Children," Journal of the Association of Environmental and Resource Economists, University of Chicago Press, vol. 1(4), pages 481-519.
    7. KURKALOVA, Lyubov A. & WADE, Tara R., 2013. "Aggregated Choice Data And Logit Models: Application To Environmental Benign Practices Of Conservation Tillage By Farmers In The State Of Iowa," Applied Econometrics and International Development, Euro-American Association of Economic Development, vol. 13(2), pages 119-128.
    8. Giuseppe Nocella & Lionel Hubbard & Riccardo Scarpa, 2010. "Farm Animal Welfare, Consumer Willingness to Pay, and Trust: Results of a Cross-National Survey," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 32(2), pages 275-297.
    9. Kwak, So-Yoon & Yoo, Seung-Hoon, 2015. "The public’s value for developing ocean energy technology in the Republic of Korea: A contingent valuation study," Renewable and Sustainable Energy Reviews, Elsevier, vol. 43(C), pages 432-439.
    10. Hermann Donfouet & Ephias Makaudze & Pierre-Alexandre Mahieu & Eric Malin, 2011. "The determinants of the willingness-to-pay for community-based prepayment scheme in rural Cameroon," International Journal of Health Economics and Management, Springer, vol. 11(3), pages 209-220, September.
    11. Carpio, Carlos E. & Mathews, Leah G. & Boonsaeng, Tullaya & Perrett, Allison & Descieux, Katie, 2015. "Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205800, Agricultural and Applied Economics Association.
    12. Carlos E. Carpio, & Octavio A. Ramirez, & Tullaya Boonsaeng, 2011. "Potential for Tradable Water Allocation and Rights in Jordan," Land Economics, University of Wisconsin Press, vol. 87(4), pages 595-609.
    13. John, Kun H. & Youn, Yeo C. & Shin, Joon H., 2003. "Resolving conflicting ecological and economic interests in the Korean DMZ: a valuation based approach," Ecological Economics, Elsevier, vol. 46(1), pages 173-179, August.
    14. Catherine Chambers & John Whitehead, 2003. "A Contingent Valuation Estimate of the Benefits of Wolves in Minnesota," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 26(2), pages 249-267, October.
    15. Darren Hudson & Cary W. Herndon, 2002. "Factors influencing probability and frequency of participation in merger and partnership activity in agricultural cooperatives," Agribusiness, John Wiley & Sons, Ltd., vol. 18(2), pages 231-246.
    16. Yoonae Jo, 2001. "Does college education nourish egoism?," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 4(2), pages 115-128, June.
    17. Henrik Andersson & James Hammitt & Gunnar Lindberg & Kristian Sundström, 2013. "Willingness to Pay and Sensitivity to Time Framing: A Theoretical Analysis and an Application on Car Safety," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 56(3), pages 437-456, November.
    18. Jorge E. Araña & Carmelo J. León, 2012. "Scale-perception bias in the valuation of environmental risks," Applied Economics, Taylor & Francis Journals, vol. 44(20), pages 2607-2617, July.
    19. Pate, Jennifer & Loomis, John, 1997. "The effect of distance on willingness to pay values: a case study of wetlands and salmon in California," Ecological Economics, Elsevier, vol. 20(3), pages 199-207, March.
    20. Spencer Henson & Bruce Traill, 2000. "Measuring Perceived Performance of the Food System and Consumer Food‐Related Welfare," Journal of Agricultural Economics, Wiley Blackwell, vol. 51(3), pages 388-404, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jfpoli:v:34:y:2009:i:3:p:287-294. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/foodpol .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.