Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Beef traceability: are Greek consumers willing to pay?

Beef traceability: are Greek consumers willing to pay? Purpose – This paper seeks to explore two issues, namely: whether Greek consumers are interested in information provided to them for beef meat through systems of traceability, and whether they are willing to pay in order to acquire specific information for beef meat. Design/methodology/approach – The approach is taken is discrete choice modeling with a multinomial logit approach treating 11 different types of information. Findings – Consumers are generally willing to pay higher for traceable beef, but not all variables have equal and/or positive importance for consumers. For instance, brand is an important distinguishing factor only for higher educated respondents, but information on animal health provides negative utility for all respondents. Practical implications – Marketing strategy issues are raised, as the importance and utility consumers attach to traceability systems'‐based information varies. Originality/value – This paper provides further evidence on what information traceability systems should contain. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

Beef traceability: are Greek consumers willing to pay?

Loading next page...
 
/lp/emerald-publishing/beef-traceability-are-greek-consumers-willing-to-pay-24fldhbFnM
Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502190710826040
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper seeks to explore two issues, namely: whether Greek consumers are interested in information provided to them for beef meat through systems of traceability, and whether they are willing to pay in order to acquire specific information for beef meat. Design/methodology/approach – The approach is taken is discrete choice modeling with a multinomial logit approach treating 11 different types of information. Findings – Consumers are generally willing to pay higher for traceable beef, but not all variables have equal and/or positive importance for consumers. For instance, brand is an important distinguishing factor only for higher educated respondents, but information on animal health provides negative utility for all respondents. Practical implications – Marketing strategy issues are raised, as the importance and utility consumers attach to traceability systems'‐based information varies. Originality/value – This paper provides further evidence on what information traceability systems should contain.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Oct 12, 2007

Keywords: Agriculture; Greece; Consumers; Consumer behaviuor; Meat; Production control

References