Traceability of meat: Consumers' associations and their willingness-to-pay

The willingness-to-pay by German consumers for the credence characteristic traceability of pork and turkey is analysed by means of the conjoint analysis additive model, also taking the consumers´ associations with the term traceability and the QS label into account. The results indicate a different WTP regarding traceability of pork and turkey for specific consumer groups. A majority considers meat traceability as important. However, the distinctive sensitivity to price exhibited is a result of the fact that traceability is only of secondary importance as an assessment criterion, after price. Food retailers should adjust their communication and price policies in order to take advantage of the consumers’ higher WTP for traceable products according to the sort of meat.

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 Record created 2017-04-01, last modified 2018-01-22

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