Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers

A study was carried out in Chile in order to evaluate consumer preference and willingness to pay for a certified quality label on traditional food products, employing a conjoint analysis method. A total of 234 individuals were interviewed in two Chilean cities, Santiago and Talca. A homemade blackbe...

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Autores principales:	Padilla,Carlos, Villalobos,Pablo, Spiller,Achim, Henry,Guy
Lenguaje:	English
Publicado:	Instituto de Investigaciones Agropecuarias, INIA 2007
Materias:	quality attributes certified quality label product differentiation conjoint analysis
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0365-28072007000300009
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spelling	oai:scielo:S0365-280720070003000092007-10-26Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food ProducersPadilla,CarlosVillalobos,PabloSpiller,AchimHenry,Guy quality attributes certified quality label product differentiation conjoint analysis A study was carried out in Chile in order to evaluate consumer preference and willingness to pay for a certified quality label on traditional food products, employing a conjoint analysis method. A total of 234 individuals were interviewed in two Chilean cities, Santiago and Talca. A homemade blackberry (Rubus ulmifolius) marmalade and three product attributes with their respective levels were chosen (price, quality label and jar appearance). Nine hypothetical product concepts were generated applying an orthogonal design. Respondents were asked to rank the product concepts according to their preferences. The results obtained through the conjoint model suggest that an officially certified quality label is the most important attribute influencing consumer choice behavior. Likewise, a positive willingness to pay for such an attribute is observed. As a differentiation and quality management tool, an official certified quality label seems to be a good alternative to improve the situation and market opportunities for small farmers. It is important to notice that this study corresponds to the first empirical approach carried out in Chile, which relates the conjoint analysis method with consumer preferences for this kind of food productinfo:eu-repo/semantics/openAccessInstituto de Investigaciones Agropecuarias, INIAAgricultura Técnica v.67 n.3 20072007-09-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0365-28072007000300009en10.4067/S0365-28072007000300009
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	quality attributes certified quality label product differentiation conjoint analysis
spellingShingle	quality attributes certified quality label product differentiation conjoint analysis Padilla,Carlos Villalobos,Pablo Spiller,Achim Henry,Guy Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers
description	A study was carried out in Chile in order to evaluate consumer preference and willingness to pay for a certified quality label on traditional food products, employing a conjoint analysis method. A total of 234 individuals were interviewed in two Chilean cities, Santiago and Talca. A homemade blackberry (Rubus ulmifolius) marmalade and three product attributes with their respective levels were chosen (price, quality label and jar appearance). Nine hypothetical product concepts were generated applying an orthogonal design. Respondents were asked to rank the product concepts according to their preferences. The results obtained through the conjoint model suggest that an officially certified quality label is the most important attribute influencing consumer choice behavior. Likewise, a positive willingness to pay for such an attribute is observed. As a differentiation and quality management tool, an official certified quality label seems to be a good alternative to improve the situation and market opportunities for small farmers. It is important to notice that this study corresponds to the first empirical approach carried out in Chile, which relates the conjoint analysis method with consumer preferences for this kind of food product
author	Padilla,Carlos Villalobos,Pablo Spiller,Achim Henry,Guy
author_facet	Padilla,Carlos Villalobos,Pablo Spiller,Achim Henry,Guy
author_sort	Padilla,Carlos
title	Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers
title_short	Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers
title_full	Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers
title_fullStr	Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers
title_full_unstemmed	Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers
title_sort	consumer preference and willingness to pay for an officially certified quality label: implications for traditional food producers
publisher	Instituto de Investigaciones Agropecuarias, INIA
publishDate	2007
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0365-28072007000300009
work_keys_str_mv	AT padillacarlos consumerpreferenceandwillingnesstopayforanofficiallycertifiedqualitylabelimplicationsfortraditionalfoodproducers AT villalobospablo consumerpreferenceandwillingnesstopayforanofficiallycertifiedqualitylabelimplicationsfortraditionalfoodproducers AT spillerachim consumerpreferenceandwillingnesstopayforanofficiallycertifiedqualitylabelimplicationsfortraditionalfoodproducers AT henryguy consumerpreferenceandwillingnesstopayforanofficiallycertifiedqualitylabelimplicationsfortraditionalfoodproducers
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Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers

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