EM9NTZBH

3381

20 avril 2021 16:29

20 avril 2021 16:29

Purpose This paper measures German customers' label-depending preference and willingness to pay for organic and local food. Design/methodology/approach The sample covers 325 survey respondents from 12 out of the 16 German federal states. Data was collected through convenience sampling in December 2019. A choice-based conjoint analysis was operated. Findings Customers value local food from their federal state most, thereby accepting a price premium of no less than 200%. The label moderates the influence of organic production conditions on price acceptance significantly. Research limitations/implications Based on self-reported data from a convenience sample, the demographic distribution of the sample differs from that of the German population. Moreover, the willingness to pay was found to be product-specific, limiting general applicability. Practical implications Marketers should focus on local and local organic food in the assortment. Marketing strategies should include information campaigns. Producers may sell their products regionally or cooperate with local retailers. Introducing a separate official “local organic” label is suggested. Originality/value The study provides detailed evidence on the preference of German costumers and suggests a significantly higher willingness to pay for organic and local food than previous literatures.

None

• AB - Modalité bio
• FREDO commercialisation
• GEO Allemagne
• consommateur
• label
• perception

• conjoint analysis
• customer preferences
• intention-behavior gap
• local foods
• organic foods
• willingness to pay

British Food Journal

ahead-of-print

2021-01-01

1 janvier 2021

10.1108/BFJ-06-2020-0517 Le DOI est une URL unique de référencement d'une publication. Il est donc plus fiable et permanent qu'une URL classique

0007-070X L’ISSN est un code de 8 chiffres servant à identifier les journaux, revues, magazines, périodiques de toute nature et sur tous supports, papier comme électronique.