Preiskenntnis und Zahlungsbereitschaft bei Verbrauchern von Öko-Lebensmitteln

Summary

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.