Determination of the willingness-to-pay for traceability of meat by means of conjoint analysis
- Publication Type
- Contribution to conference
- Authors
- L. Lichtenberg, S.-J. Jerzenbeck, T. Becker
- Year of publication
- 2008
- Published in
- Proceedings of the 8th. International Conference on Management in AgriFood Chains and Networks
- Editor
- Trienekens, Jaques H.
- Series/labeling
- CD-ROM
- ISBN / ISSN / eISSN
- 978-90-8585-230-8
- Conference location
- Wageningen, Niederlande
- Conference date
- 28.-30. Mai 2008
- Keywords
- Conjoint-Analyse, Fleisch, Konsumentenverhalten, Rückverfolgbarkeit
Willingness-to-pay by German consumers for the credence characteristic traceability of pork and turkey is analysed by means of the conjoint analysis additive model. The results indicate a different WTP regarding traceability of pork and turkey for specific consumer groups. A majority considers meat traceability as important. However, the distinctive sensitivity to price exhibited is a result of the fact that traceability is only of secondary importance as an assessment criterion, after price. Food retailers should adjust their communication and price policies in order to take advantage of the consumers’ higher WTP for traceable products according to the sort of meat.