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Consumers willingness to pay for Fair trade and organic products

Sirieix, Pr Lucie and Tagbata, Dr Didier (2008) Consumers willingness to pay for Fair trade and organic products. Poster at: Cultivating the Future Based on Science: 2nd Conference of the International Society of Organic Agriculture Research ISOFAR, Modena, Italy, June 18-20, 2008.

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Summary

More and more products are now both “organic and fair trade” but little is known about consumers perception of these double labels. In this article, we examine the importance of the “organic” and “fair trade” labels in the consumers’ buying decisions and the effect on the perception of the taste of the product by the consumers in the valuation of these labels. We also propose a consumers’ typology according to their degree of valuation of these labels, and analyze the motivations of their behaviour.
Three consumers’ clusters were identified according to their reactions to the “organic and fair trade” label - the first cluster represents the people insensitive to the label’s presence, and contained nearly one half of the sample; for a second cluster, the “organic and fair trade” labels’ influence on the improving image of the products was positive and important; finally, for the third cluster, the valuation of the “organic and fair trade” label was determined by the product’s taste.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Poster
Keywords:Fair trade. Organic products. Labels. Experimental method. Willingness to Pay
Subjects: Values, standards and certification > Consumer issues
Research affiliation: International Conferences > 2008: IFOAM OWC: Research Track / ISOFAR > 5.2 Market and consumers
Deposited By: Sirieix, Pr Lucie
ID Code:11784
Deposited On:06 Oct 2008
Last Modified:12 Apr 2010 07:35
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:This paper is published in the conference proceedings:
Neuhoff, Daniel; Halberg, Niels; Alfldi, Thomas; Lockeretz, William; Thommen, Andreas; Rasmussen, Ilse A.; Hermansen, John; Vaarst, Mette; Lck, Lorna; Carporali, Fabio; Jensen, Henning Hgh; Migliorini, Paola and Willer, Helga, Eds. (2008) .Cultivating the Future Based on Science. Proceedings of the Second Scientific Conference of the International Society of Organic Agriculture Research (ISOFAR), held at the 16th IFOAM Organic World Congress in Cooperation with the International Federation of Organic Agriculture Movements (IFOAM) and the Consorzio ModenaBio, 18 . 20 June 2008 in Modena, Italy.. International Society of Organic Agriculture Research (ISOFAR), c/o IOL, DE-Bonn, Research Institute of Organic Agriculture FiBL, CH-Frick. http://orgprints.org/13672 and http://orgprints.org/13674

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