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The agrifood chain sustainability: a pilot study on consumers' willingness to pay, perception and preferences

Author

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  • Leonardo Brogi
  • Gianni Betti
  • Francesca Gagliardi

Abstract

The aim of this paper is to test the questionnaire developed for a survey that will be conducted in the framework of the PNRR Agritech project. It is a consumer survey to gather information on willingness to pay, preferences and sensory perceptions of sustainable products. A pilot survey was conducted using a web-based questionnaire designed to evaluate and analyse these topics. The questionnaire responses reflect consumers' views on sustainability issues, as they are asked to assign ratings to the sustainability attributes of generic products and to choose between specific supply chain products, such as wine, meat and packaging, in order to explore environmental and social sustainability attributes. The data collected is summarized in frequency tables and charts and can be used to develop statistical and econometric models. Indeed, a logit model and a structural equation model (SEM) using the PLS-PM algorithm were constructed to examine consumer willingness to pay for sustainability attributes in agri-food products, based on constructs of environmental, social and economic sustainability.

Suggested Citation

  • Leonardo Brogi & Gianni Betti & Francesca Gagliardi, 2024. "The agrifood chain sustainability: a pilot study on consumers' willingness to pay, perception and preferences," Department of Economics University of Siena 917, Department of Economics, University of Siena.
    • Handle: RePEc:usi:wpaper:917
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    More about this item

    Keywords

    agrifood chain; sustainability; willingness-to-pay;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • C21 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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