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| Plaßmann, Sabine; Hamm, Ulrich; Sahm, Henriette. |
| Many consumer surveys have shown that (high) prices describe the main purchase barrier for organic products. However, a certain knowledge of organic product prices would be a necessary precondition for such a consumer behaviour. By means of a consumer survey with an additional disguised observation we can verify that price knowledge of consumers is very small and that they do not act as price sensitive as is thought. Moreover, they are willing to pay higher prices for organic products especially when sales arguments underline eco- and socio-political benefits as reasons for higher pricing. |
| Tipo: Conference paper, poster, etc. |
Palavras-chave: Markets and trade. |
| Ano: 2009 |
URL: http://orgprints.org/14053/1/Plassmann_14053.pdf |
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| Plaßmann, Sabine; Hamm, Ulrich. |
| Der Preis für Öko-Lebensmittel gilt bislang als zentrales Hindernis für Verbraucher, (mehr) Öko-Lebensmittel zu kaufen. Daher wird das Marketinginstrument Preis für Anbieter von Öko-Lebensmitteln als maßgebliches Profilierungsinstrument im Wettbewerb um die Gunst von Öko-Käufern genutzt. Ziel des Projektes war es aufzuklären, ob Verbraucher beim Kauf von Öko-Lebensmitteln tatsächlich so preissensibel reagieren, wie es ihnen in hohem Maße zugesprochen wird. Dazu wurden die Preiskenntnis und Zahlungsbereitschaft für Öko-Lebensmittel untersucht. Ferner wurde überprüft, inwiefern die in Befragungen bekundete Zahlungsbereitschaft mit dem tatsächlichen Kaufverhalten der Verbraucher übereinstimmt. Hierzu wurden 642 Befragungen in Kombination mit Beobachtungen von... |
| Tipo: Report |
Palavras-chave: Policy environments and social economy; Markets and trade. |
| Ano: 2009 |
URL: http://orgprints.org/15745/1/15745%2D06OE119%2Duni_kassel%2Dhamm%2D2009%2Dkaufbarriere_preis.pdf |
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| Plaßmann, Sabine; Hamm, Ulrich. |
| High prices and the price difference between organic and conventional food products are often considered to be the main barrier to an increased demand for organic prod-ucts. Based on a consumer survey, a structural equation model was estimated to identify factors influencing the willingness-to-pay for organic products. It was found that socio-demographic variables and individual price knowledge, price motivations and price attitudes of consumers are not sufficient enough to explain the willingness-to-pay for organic products. Strategies of product differentiation thus seem to be more promising for suppliers of organic food than focusing on consumer segments classified by sociodemographic and price-related aspects. |
| Tipo: Conference paper, poster, etc. |
Palavras-chave: Markets and trade. |
| Ano: 2011 |
URL: http://orgprints.org/17425/3/Pla%C3%9Fmann_17425.pdf |
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