This chapter provides an overview on the evolution of global market demand fororganic meat and factors affecting it. Future prospects for development of organic meatconsumptions and possible problems concerning trading are analysed. The price thatpeople are willing to pay is the major determinant of the market share of organic meat.Although intent to purchase depends upon the interactions of quality attributes such asappearance and colour, it has been hypothesized a consistent effect of organic labelling ascompared to some sensory characteristics on the price offered by consumers for organicmeat. Previous experiments have shown that expectations induced by the information canaffect the quality perception. Therefore, consumers' behaviour and attitudes towardorganic meat are tested through the study of the effect of information about organicfarming practices on product liking and consumer willingness to buy organic beef andpay the extra production costs. Our results indicate that this information, if given to theconsumers, can be a major determinant of beef liking, thus providing a potential tool formeat differentiation to traditional farms where husbandry is based on extensive rearingsystems and high animal welfare standards. Accordingly, consumers are prepared tospend more for organic beef, thus indicating that reliable information about the organicfarming system may markedly increase consumer willingness to pay. © 2009 Nova Science Publishers, Inc. All rights reserved.

Organic meat: Market development and consumer willingness to pay

Napolitano, Fabio
;
Girolami, Antonio;Braghieri, Ada
2011-01-01

Abstract

This chapter provides an overview on the evolution of global market demand fororganic meat and factors affecting it. Future prospects for development of organic meatconsumptions and possible problems concerning trading are analysed. The price thatpeople are willing to pay is the major determinant of the market share of organic meat.Although intent to purchase depends upon the interactions of quality attributes such asappearance and colour, it has been hypothesized a consistent effect of organic labelling ascompared to some sensory characteristics on the price offered by consumers for organicmeat. Previous experiments have shown that expectations induced by the information canaffect the quality perception. Therefore, consumers' behaviour and attitudes towardorganic meat are tested through the study of the effect of information about organicfarming practices on product liking and consumer willingness to buy organic beef andpay the extra production costs. Our results indicate that this information, if given to theconsumers, can be a major determinant of beef liking, thus providing a potential tool formeat differentiation to traditional farms where husbandry is based on extensive rearingsystems and high animal welfare standards. Accordingly, consumers are prepared tospend more for organic beef, thus indicating that reliable information about the organicfarming system may markedly increase consumer willingness to pay. © 2009 Nova Science Publishers, Inc. All rights reserved.
2011
978-160692864-6
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11563/132386
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