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A survey on willingness-to-pay for food quality and safety cues on packaging of meat: a case of Poland

Author

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  • Anna Walaszczyk

    (Lodz University of Technology)

  • Aleksandra Kowalska

    (Maria Curie-Sklodowska University)

  • Iwona Staniec

    (Lodz University of Technology)

Abstract

Since meat is an important source of protein needed for human development across the world, responsible production and consumption of meat products with a food quality and safety scheme label is one potential option to maintain social, economic and environmental sustainability. The implementation of this option depends on high willingness-to-pay (WTP) for certified safe foods among citizens. The overarching aim of the study is to examine WTP for national food quality and safety cues on the packaging of meat products. Using a questionnaire on-line survey of 1000 individuals, this study examines relationships between demographic variables and WTP for certified meat products. Relatively younger and higher-income consumers living in households composed of 4 and more members, which are the decision-makers of the future, are most willing to pay a premium price for guaranteed quality meat products. The strongest predictor of WTP for certified quality meat is the number of household members which can be related to children raising and care. A choice of guaranteed quality meat products is putting into practice “less but better” meat approach which tackle sustainable challenges of meat production and consumption regarding issues related to animal welfare, human health and environment.

Suggested Citation

  • Anna Walaszczyk & Aleksandra Kowalska & Iwona Staniec, 2023. "A survey on willingness-to-pay for food quality and safety cues on packaging of meat: a case of Poland," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 233-249, June.
    • Handle: RePEc:spr:decisn:v:50:y:2023:i:2:d:10.1007_s40622-023-00352-1
    DOI: 10.1007/s40622-023-00352-1
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    References listed on IDEAS

    as
    1. Anna Walaszczyk & Małgorzata Koszewska & Iwona Staniec, 2022. "Food Traceability as an Element of Sustainable Consumption—Pandemic-Driven Changes in Consumer Attitudes," IJERPH, MDPI, vol. 19(9), pages 1-18, April.
    2. Karen E. Lewis & Carola Grebitus & Gregory Colson & Wuyang Hu, 2017. "German and British Consumer Willingness to Pay for Beef Labeled with Food Safety Attributes," Journal of Agricultural Economics, Wiley Blackwell, vol. 68(2), pages 451-470, June.
    3. Sara Javed & Md. Salamun Rashidin & Wang Jian, 2021. "Predictors and outcome of customer satisfaction: moderating effect of social trust," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(1), pages 27-48, March.
    4. Sara Javed & Md. Salamun Rashidin & Wang Jian, 2021. "Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility," Future Business Journal, Springer, vol. 7(1), pages 1-18, December.
    5. Konuk, Faruk Anıl, 2019. "The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 103-110.
    6. Bo Hou & Linhai Wu & Xiujuan Chen & Dian Zhu & Ruiyao Ying & Fu-Sheng Tsai, 2019. "Consumers’ Willingness to Pay for Foods with Traceability Information: Ex-Ante Quality Assurance or Ex-Post Traceability?," Sustainability, MDPI, vol. 11(5), pages 1-14, March.
    7. Bublitz, Melissa G. & Peracchio, Laura A. & Andreasen, Alan R. & Kees, Jeremy & Kidwell, Blair & Miller, Elizabeth Gelfand & Motley, Carol M. & Peter, Paula C. & Rajagopal, Priyali & Scott, Maura L. &, 2013. "Promoting positive change: Advancing the food well-being paradigm," Journal of Business Research, Elsevier, vol. 66(8), pages 1211-1218.
    8. Aleksandra Kowalska & Monika Ratajczyk & Louise Manning & Milena Bieniek & Radosław Mącik, 2021. "“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom," Sustainability, MDPI, vol. 13(23), pages 1-23, November.
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