Bekele, Alemayehu Dekeba; Beuving, Joost; Ruben, Ruerd - In: International Journal of Quality & Reliability Management 34 (2017) 5, pp. 667-683
Purpose The purpose of this paper is to examine the effect of health information and sensory attributes on consumer’s propensity to upgrade and their willingness to pay (WTP) for pasteurized milk in Ethiopia. Design/methodology/approach The authors used a framed market experiment with 160...