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BRAND NAME AND ADDED VALUE IN HORTICULTURAL PRODUCTS: ANALYSIS OF CONSUMER PERCEPTION; Proceedings of the Fifth Joint Conference on Agriculture, Food, and the Environment, June 17-18, 1996, Padova, Italy

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  • Bagnara, Gian Luca

Abstract

The objective of this study is to evaluate consumer willingness to pay for a brand that guarantees peaches produced by integrated pest management techniques. Contingent evaluation has been applied to a survey of consumers at the retail level. The econometric model of contingent evaluation shows the significant impact of socio- economic variables and consumer food style with respect to product characteristics. In other words, the variables affecting perception are more important that actual characteristics of product in determining its added value. Indeed, consumers are more willing to penalise unbranded peaches than to pay for a branded and guaranteed product. Consequently, a brand to guarantee food safety in peaches is not sufficient to increase added value but it is important in keeping market share.

Suggested Citation

  • Bagnara, Gian Luca, 1996. "BRAND NAME AND ADDED VALUE IN HORTICULTURAL PRODUCTS: ANALYSIS OF CONSUMER PERCEPTION; Proceedings of the Fifth Joint Conference on Agriculture, Food, and the Environment, June 17-18, 1996, Padova, It," Working Papers 14458, University of Minnesota, Center for International Food and Agricultural Policy.
    • Handle: RePEc:ags:umciwp:14458
    DOI: 10.22004/ag.econ.14458
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    References listed on IDEAS

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    1. Loehman, Edna T., 1991. "Alternative Measures of Benefit for Nonmarket Goods Which are Substitutes or Complements for Market Goods," Working Papers 115913, Regional Research Project NE-165 Private Strategies, Public Policies, and Food System Performance.
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    Consumer/Household Economics;

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