科研之友
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摘要
Changes in the features of food demand and consumption have moved from the mass consumption model towards an increasing qualitative differentiation of products and demand. This movement towards addressing consumers%26apos; demand for food products with more advanced quality attributes has led to increasingly complex food qualification processes and a proliferation of standards. Accompanying these changes in the agro-food system is a growing consumer concern for food safety and quality. One important attribute of %26quot;quality%26quot; is the origin of a food product. This paper focuses on lamb originating from the Karoo region of South Africa and tests consumers%26apos; willingness to pay a premium for this specific origin attribute of the product. A random nth price auction was conducted to obtain willingness to pay estimates for a premium on a 500g packet of certified Karoo lamb loin chops. Various demographic and behavioural variables were linked to participants%26apos; individual bids in order to determine the possible influence of these variables on participants%26apos; bidding behaviour. A general positive willingness to pay for certified Karoo lamb was observed, with an average premium of R21.80/kg recorded for loin chops. The impact of additional information was clearly visible as bids increased substantially after additional information regarding the product was introduced.
- 出版日期2013
