Käuferpräferenzen und Zahlungsbereitschaft für Bio-Plus-Kommunikationsargumente

Summary

Consumers increasingly demand products with specific social, ethical and environmental attributes as well as food products with regional identity. We investigated consumer preferences and willingness to pay for selected OrganicPlus arguments referring to such product attributes. The OrganicPlus arguments were communicated on organic egg packages and tested by means of consumer choice experiments in five European countries in a near-buying situation. The data was analysed with multivariate analysis. Our study suggests that consumers prefer organic egg packages displaying OrganicPlus arguments rather than packages without OrganicPlus arguments. Furthermore, consumers on average are willing to pay an additional price premium for some of the OrganicPlus eggs, although this does not apply for all arguments and consumers.