Effect of information about organic production on beef liking and consumer willingness to pay |
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| Authors: | F. Napolitano A. Braghieri E. Piasentier S. Favotto S. Naspetti R. Zanoli |
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| Affiliation: | 1. Department of Agricultural, Food, and Resource Economics, Michigan State University, East Lansing, MI 48824, USA;2. Department of Agricultural Economics, Purdue University, West Lafayette, IN 47907, USA;3. Department of International Trade, China Agricultural University, Beijing 100083, China;1. Universitat de Lleida, Departament de Ciència Animal, Avda. Rovira Roure, 191, 25198 Lleida, Spain;2. Centro de Investigación y Tecnología Agroalimentaria de Aragón (CITA)-IA2, Unidad de Producción y Sanidad Animal, Avda. Montañana, 930, 50059 Zaragoza, Spain;3. Escola Superior Agrária, Instituto Politécnico de Bragança-Centro de Investigação de Montanha (CIMO), Campus de Santa Apolónia, 5300-253 Bragança, Portugal |
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| Abstract: | The present study was aimed to assess the effect of information about organic production on beef liking and consumer willingness to pay. Mean scores of perceived liking were higher for organic beef (OB) as compared to conventional beef (CB). Expected liking scores were higher for OB than for CB. For OB the expected liking was significantly higher than the perceived liking expressed in blind conditions (negative disconfirmation), whereas for CB no difference was observed. Consumers completely assimilated their liking for OB in the direction of expectations. Consumers showed a willingness to pay for OB higher than the suggested price (P < 0.001), the latter corresponding to the local commercial value for organic beef. We conclude that the information about organic farming can be a major determinant of beef liking, thus providing a potential tool for meat differentiation to traditional farms. |
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