Willingness-to-pay for safety improvements in the German meat sector: the case of the Q&S label
This paper investigates consumers' willingness-to-pay (WTP) for the quality assurance scheme recently introduced in the German meat sector. In particular, packaged liver sausages marked with a blue 'quality and safety' (Q&S label were presented to respondents in a choice experiment. Respondents had to select one product from a choice set of six brands. The empirical findings suggest that quality labelling significantly influences consumer choice behaviour and that WTP estimates vary considerably across brands. Specifically, for a Q&S label attached to a German premium brand, consumers are willing to pay euro 0.34 whereas WTP for the label on a less well-known product is euro 0.11. Copyright 2004, Oxford University Press.
Year of publication: |
2004
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Authors: | Enneking, Ulrich |
Published in: |
European Review of Agricultural Economics. - European Association of Agricultural Economists - EAAE, ISSN 1464-3618. - Vol. 31.2004, 2, p. 205-223
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Publisher: |
European Association of Agricultural Economists - EAAE |
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