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Different Tubers for Different Consumers: Heterogeneity in Human Values and Willingness to Pay for Social Outcomes of Potato Credence Attributes

International Journal on Food System Dynamics

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Field Value
 
Title Different Tubers for Different Consumers: Heterogeneity in Human Values and Willingness to Pay for Social Outcomes of Potato Credence Attributes
 
Creator Fitzsimmons, Jill
Cicia, Gianni
 
Subject Potato; Schwartz Values; Mixed logit; Choice model
 
Description This paper investigates heterogeneity in consumers’ human values and willingness to pay (WTP) for social outcomes of credence process attributes that might have some positive social impact on purchases of early potatoes in Italy and Germany. Consumers’ identification with cross‐cultural human values is measured according to the Schwartz’ Portrait Values Questionnaire; the distribution of preferences for product attributes that claim a positive social impact among respondents with different human values is modeled using mixed logit analysis. Parallel survey studies were conducted in each country with the intention of comparing the impact of human values using the Schwartz Values framework on willingness to pay for early potatoes with several credence process attributes that may signal a positive social outcome as a result of purchase (price, country of origin, carbon footprint certification, ethical certification, and method of production). This paper aims to help clarify the role, if any, that pro‐social consumer values have in influencing the willingness to pay for specific food credence process attributes that claim to have a social impact. To the best of our knowledge this is one of the first paper to focus on the role human values have in influencing the willingness to pay for specific extrinsic food attributes.
 
Publisher CentMA
 
Contributor —
 
Date 2018-08-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/946
10.18461/ijfsd.v9i4.946
 
Source International Journal on Food System Dynamics; Vol 9, No 4 (2018): Special issue: Credence attibutes, consumer trust, and sensory expectations in modern food markets; 354 - 374
1869-6945
 
Language eng
 
Relation http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/946/806
 
Rights Copyright (c) 2018 International Journal on Food System Dynamics