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Consumer willingness to pay for food safety: the case of mycotoxins in milk

Bio-based and Applied Economics

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Field Value
 
Title Consumer willingness to pay for food safety: the case of mycotoxins in milk
 
Creator Sckokai, Paolo; Dipartimento di Economia Agro-alimentare,
Università Cattolica
Via Emilia Parmense, 84
29122, Piacenza
Veneziani, Mario; Dipartimento di Economia
Sezione di Economia Agro-alimentare,
Università degli Studi di Parma
Via Kennedy, 6
43100 Parma
Moro, Daniele; Dipartimento di Economia Agro-alimentare,
Università Cattolica
Via Emilia Parmense, 84
29122, Piacenza
Castellari, Elena; Dipartimento di Economia Agro-alimentare,
Università Cattolica
Via Emilia Parmense, 84
29122, Piacenza
 
Subject food safety; Mycotoxins; willingness to pay; choice experiments, mixed logit
C35; C93; D12
 
Description Mycotoxins contamination in food is a serious source of health risks. This paper evaluates the Italian consumers’ perception of the mycotoxins’ risk through their willingness to pay (WTP) for a hypothetical bottle of milk obtained by cows fed with, inter alia, maize certified for the “good practices” (GPs) that reduce this risk. Therefore, a web-based stated choice experiment (SCE) has been carried out involving a representative sample of 973 Italian consumers and the WTP has been measured using the panel data version of a Random Parameters Logit (RPL) model. Results show that Italian consumers are willing to pay a 29% average price premium for “reduced-mycotoxins” milk. This premium increases for consumers between 44 and 54 years of age, who are students, have completed tertiary education, are economically well-off and shop fairly infrequently.
 
Publisher Bio-based and Applied Economics
Bio-based and Applied Economics
 
Contributor —
 
Date 2014-03-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://www.fupress.net/index.php/bae/article/view/12827
http://www.fupress.net/index.php/bae/article/download/12827/13611
10.13128/BAE-12827
 
Source Bio-based and Applied Economics; Vol 3, No 1 (2014); 63-81
Bio-based and Applied Economics; Vol 3, No 1 (2014); 63-81
2280-6172
2280-6180
 
Language eng
 
Relation 10.13128/BAE-12827