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Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers Agricultura Técnica
Padilla,Carlos; Villalobos,Pablo; Spiller,Achim; Henry,Guy.
A study was carried out in Chile in order to evaluate consumer preference and willingness to pay for a certified quality label on traditional food products, employing a conjoint analysis method. A total of 234 individuals were interviewed in two Chilean cities, Santiago and Talca. A homemade blackberry (Rubus ulmifolius) marmalade and three product attributes with their respective levels were chosen (price, quality label and jar appearance). Nine hypothetical product concepts were generated applying an orthogonal design. Respondents were asked to rank the product concepts according to their preferences. The results obtained through the conjoint model suggest that an “officially certified quality label” is the most important attribute influencing consumer...
Tipo: Journal article Palavras-chave: Quality attributes; Certified quality label; Product differentiation; Conjoint analysis.
Ano: 2007 URL: http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0365-28072007000300009
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