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1 – 10 of 93
Open Access
Article
Publication date: 30 June 2022

Le Bo and Xiaoli Yang

Consumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n

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Abstract

Purpose

Consumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n-price auction experiment during the online purchase of fresh agricultural products. The purpose of this paper is to evaluate the two WTPP, compare their differences, and explore their sustainability.

Design/methodology/approach

Data were collected in July–August 2020 from a sample of 310 consumers in Liaoning Province, China. A nonhypothetical random n-price auction experiment was implemented in a simulated online shopping environment.

Findings

The results show that WTPP exists, and WTPP level of regional brand labels is higher than that of enterprise brand labels. Consumers' WTPP is sustainable. Consumers with low WTPP for enterprise brand labels and consumers with high WTPP for regional brand labels have stronger willingness to repurchase.

Practical implications

The results have direct practical implications for developing brand agriculture and encouraging “brand consumption”. The results can provide theoretical reference for policymakers, enlightenment for the development and effective dissemination of agricultural brand labels and important information to e-retailers on how to sale agricultural products with agricultural brand labels.

Originality/value

To the best of the authors' knowledge, no previous study has related WTPP and its sustainability for agricultural brand labels in China. We try to fill a gap in literature on consumers' WTPP for agricultural brand labels. And the authors explore the sustainability of WTPP by analyzing the impact of WTPP on repurchase intention and recommendation intention respectively.

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 10 December 2020

Luigi Galletto, Francesco Caracciolo, Vasco Boatto, Luigino Barisan, Deborah Franceschi and Marica Lillo

Consumer likeability and willingness to pay (WTP) for two Italian sparkling wines, (Conegliano Valdobbiadene Prosecco DOCG and Prosecco DOC) are evaluated through a…

Abstract

Purpose

Consumer likeability and willingness to pay (WTP) for two Italian sparkling wines, (Conegliano Valdobbiadene Prosecco DOCG and Prosecco DOC) are evaluated through a non-hypothetical Becker-DeGroot-Marschak (BDM) auction during a wine-tasting experiment. The purpose of this paper is to estimate individual WTP and relate it to likeability for both wines, with and without supplying additional information on their features.

Design/methodology/approach

Data were collected in May–June 2019 from a sample of 99 consumers in Northern Italy. A non-hypothetical BDM auction in a wine-tasting experiment was implemented.

Findings

The results show that the additional information plays a significant role in widening the WTP gap between the two geographical indications (GIs), while the blind tasting narrows this gap. The “superiority” of the Conegliano Valdobbiadene Prosecco DOCG is confirmed but relies more on its better reputation than its better taste.

Research limitations/implications

The authors are aware of two main limitations in the study. The first is the territorial composition of the consumer sample. The second is the selection of the Prosecco bottles used in the experiment. The results are considered pioneering and need to be verified by additional experiments with different consumer and bottle samples.

Practical implications

Promotional suggestions for the Tutelary Consortia of the two GIs stem from the results. The Prosecco DOC should primarily stress its likeability, while the Conegliano Valdobbiadene Prosecco DOCG should primarily emphasise the reasons for its “superiority”.

Originality/value

To the best of the authors' knowledge, no previous study has related likeability and WTP for similar GI wines produced in contiguous areas. Moreover, the current research has applied a non-hypothetical BDM auction in a wine-tasting experiment.

Details

British Food Journal, vol. 123 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 1 May 2020

Juliana Pacheco Barbosa, Joisa Dutra Saraiva and Julia Seixas

The purpose of this paper is to highlight the opportunity for the energy policy in Brazil to tackle the very high cost-effectiveness potencial of solar energy to the power system…

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Abstract

Purpose

The purpose of this paper is to highlight the opportunity for the energy policy in Brazil to tackle the very high cost-effectiveness potencial of solar energy to the power system. Three mechanisms to achieve ambitious reductions in the greenhouse gas emissions from the power sector by 2030 and 2040 are assessed wherein treated as solar targets under ambitious reductions in the greenhouse gas emissions from the power sector. Then, three mechanisms to achieve these selected solar targets are suggested.

Design/methodology/approach

This paper reviews current and future incentive mechanisms to promote solar energy. An integrated energy system optimization model shows the most cost-efficient deployment level. Incentive mechanisms can promote renewable sources, aiming to tackle climate change and ensuring energy security, while taking advantage of endogenous energy resources potential. Based on a literature review, as well as on the specific characteristics of the Brazilian power system, under restrictions for the expansion of hydroelectricity and ambitious limitation in the emissions of greenhouse gases from the power sector.

Findings

The potential unexploited of solar energy is huge but it needs the appropriate incentive mechanism to be deployed. These mechanisms would be more effective if they have a specific technological and temporal focus. The solar energy deployment in large scale is important to the mitigation of climate change.

Originality/value

The value of the research is twofold: estimations of the cost-effective potential of solar technologies, generated from an integrated optimization energy model, fully calibrated for the Brazilian power system, while tacking the increasing electricity demand, the expected reduction of greenhouse gas emissions and the need to increase the access to clean and affordable energy, up to 2040; proposals of three mechanisms to deploy centralized PV, distributed PV and solar thermal power, taking the best experiences in several countries and the recent Brazilian cases.

Details

International Journal of Climate Change Strategies and Management, vol. 12 no. 3
Type: Research Article
ISSN: 1756-8692

Keywords

Open Access
Article
Publication date: 23 March 2023

Edgar Edwin Twine, Sali Atanga Ndindeng, Gaudiose Mujawamariya, Stella Everline Adur-Okello and Celestine Kilongosi

Improving the competitiveness of East Africa's rice industries necessitates increased and viable production of rice of the quality desired by consumers. This paper aims to…

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Abstract

Purpose

Improving the competitiveness of East Africa's rice industries necessitates increased and viable production of rice of the quality desired by consumers. This paper aims to understand consumer preferences for rice quality attributes in Uganda and Kenya to inform the countries' rice breeding programs and value chain development interventions.

Design/methodology/approach

Rice samples are obtained from retail markets in various districts/counties across the two countries. The samples are analyzed in a grain quality laboratory for the rice's physicochemical characteristics and the resulting data are used to non-parametrically estimate hedonic price functions. District/county dummies are included to account for potential heterogeneity in consumer preferences.

Findings

Ugandan consumers are willing to pay a price premium for rice with a relatively high proportion of intact grains, but the consumers discount chalkiness. Kenyan consumers discount high amylose content and impurities. There is evidence of heterogeneity in consumer preferences for rice in Mbale, Butaleja and Arua districts of Uganda and in Kericho and Busia counties of Kenya.

Originality/value

The study makes a novel contribution to the literature on consumer preferences for rice in East Africa by applying a hedonic pricing model to the data generated from a laboratory analysis of the physicochemical characteristics of rice samples obtained from the market. Rather than base our analysis on consumers' subjective sensory assessment of the quality characteristics of rice, standard laboratory methods are used to generate the data, which enables a more objective assessment of the relationship between market prices and the quantities of attributes present in the rice samples.

Details

British Food Journal, vol. 125 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 6 November 2017

Guido Orzes, Fu Jia, Marco Sartor and Guido Nassimbeni

The purpose of this paper is to shed light on the relationship between the adoption of Social Accountability 8000 (SA8000) – which is considered the most important ethical…

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Abstract

Purpose

The purpose of this paper is to shed light on the relationship between the adoption of Social Accountability 8000 (SA8000) – which is considered the most important ethical certification standard – and firm performance, building on agency and contingency theories.

Design/methodology/approach

The authors analyse secondary longitudinal balance sheet data of listed firms employing a rigorous event-study approach and compare SA8000-certified companies to different control groups based on three matching criteria, i.e., industry, size, and pre-certification performance. The authors then study the moderating effects of the cultural features, the country’s development level, and the labour intensity on the causal relationship through multiple regression methods.

Findings

The authors find that SA8000 certification positively affects labour productivity and sales performance but has no effect on profitability. Furthermore, the study supports that the relationship between SA8000 and profitability is moderated by two cultural features of the home country of the firms (i.e. power distance and uncertainty avoidance).

Originality/value

This is the first study, which empirically tests the effects of the ethical certification SA8000 on firm performance using a cross-country sample. In addition, the authors contribute to the wider debate on the effects of corporate social responsibility practices on firm performance.

Details

International Journal of Operations & Production Management, vol. 37 no. 11
Type: Research Article
ISSN: 0144-3577

Keywords

Open Access
Article
Publication date: 5 May 2020

Alice Stiletto, Elisa Giampietri and Samuele Trestini

The present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice…

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Abstract

Purpose

The present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price.

Design/methodology/approach

The paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM).

Findings

By segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect.

Research limitations/implications

The sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample.

Practical implications

This study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils.

Originality/value

This study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.

Details

British Food Journal, vol. 122 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 3 October 2016

Daniele Asioli and Frode Alfnes

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Abstract

Details

British Food Journal, vol. 118 no. 10
Type: Research Article
ISSN: 0007-070X

Open Access
Article
Publication date: 6 June 2023

Sergio Rivaroli, Roberta Spadoni, Stefano Tartarini, Roberto Gregori, Bettina Riedel, Paola Draicchio, Luca Folini, Themistoklis Altintzoglou and Maurizio Canavari

Combining sensory evaluations and hypothetical valuation mechanisms, this study aims to investigate the impact of consumers' product sensory attributes on willingness to pay (WTP…

Abstract

Purpose

Combining sensory evaluations and hypothetical valuation mechanisms, this study aims to investigate the impact of consumers' product sensory attributes on willingness to pay (WTP) and overall liking for a new apple cultivar.

Design/methodology/approach

A sample of non-expert participants (n = 122) evaluated the overall liking and just-about-right (JAR) attributes. A variable transformation approach was applied to make linear and interval regression models between the JAR attributes, overall liking scores and participants' WTP.

Findings

The study reveals the high consumer appreciation for the new apple in both hedonic and economic terms. After controlling the anchoring effect's bias, the predicted mean WTP for the new apple cultivar was €3.26 per kilogramme. Crunchiness and flavour significantly affect both participants' overall liking and WTP.

Research limitations/implications

The main limitation is the non-probabilistic sampling procedure, which does not allow for the generalisation of the results. Penalty analysis for JAR attributes in monetary and hedonic terms is beneficial for optimising the product and evaluating its potential in the marketplace.

Practical implications

The findings provide helpful directions for product optimisation in future breeding programmes to ensure the long-term sustainability of the new apple cultivars in the marketplace.

Originality/value

This study provides evidence of the beneficial synergy of mixing sensory-oriented research with the behavioural economics field of study.

Details

British Food Journal, vol. 125 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Book part
Publication date: 18 August 2023

Abstract

Details

Cross-Cultural Undergraduate Internships
Type: Book
ISBN: 978-1-80455-356-5

Open Access
Article
Publication date: 15 June 2018

Meike Rombach, Nicole Widmar, Elizabeth Byrd and Vera Bitsch

The purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by…

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Abstract

Purpose

The purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by German residents.

Design/methodology/approach

Applying a best–worst scaling approach, this analysis identified the relative ranking of importance amongst product attributes relevant to German consumers when buying fresh cut flowers. A latent class analysis determined four flower consumer segments for further study. The study builds on a sample of 978 consumers and is consistent with the most recent German census in terms of age, gender, income and federal state.

Findings

The best-worst analysis showed that intrinsic flower attributes, in particular appearance, freshness and scent were found to be more important to German consumers than the extrinsic attributes studied, namely, price, country of origin and a certification indicating fair trade. The latent class analysis determined four consumer segments that desire either budget, luxury or ethical flowers or more information about flowers. For all identified consumer segments, appearance was the attribute of greatest importance. The segments that desired luxury or ethical flowers, as well as the segment that desires more information were interested in appearance, but also had relatively large shares of preferences dedicated to flower freshness guarantees. The preference for freshness guarantees in addition to appearance may be interpreted jointly as a desire for not only beautiful and aesthetically pleasing flowers, but for sustained beauty.

Originality/value

Internationally, the study fills a research gap by exploring consumer’s relative preference for cut flower attributes. In contrast to existing studies on consumer preferences for flowers in Germany, the present study builds on a sample that was targeted in terms of age, gender, net household income and federal state to the most recent German census.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

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