A non-hypothetical open-ended choice experiment with a mult-unit elicitation format was conducted to elicit Italian consumer willingness-to-pay (WTP) and demand schedule for new wheat-derived products that were produced by adopting ecological friendly post-harvest technique (high heattreated, HHT). A sample of 270 Italian consumers were surveyed in Bologna, Catania and Palermo in June 2014. Data was analyzed using a double hurdle model. Results suggest Italian consumers are willing to pay premium prices for HHT flour while they prefer to pay for HHT packed bread at the same price as conventional one. Consumers’ WTP for the second, third, and more units are lower than their WTP for the first unit of product. While factors that influence consumers’ decision to buy these two new products are the same, factors that affect their desired product units differ among each products. In conclusion, Italian consumer preference for eco-friendly label depends on the types of products.

Willingness-to-Pay for Multiple Units of Eco-Friendly Wheat-Derived Products: Results From Open-Ended Choice Experiments

WONGPRAWMAS, RUNGSARAN;CANAVARI, MAURIZIO;
2016

Abstract

A non-hypothetical open-ended choice experiment with a mult-unit elicitation format was conducted to elicit Italian consumer willingness-to-pay (WTP) and demand schedule for new wheat-derived products that were produced by adopting ecological friendly post-harvest technique (high heattreated, HHT). A sample of 270 Italian consumers were surveyed in Bologna, Catania and Palermo in June 2014. Data was analyzed using a double hurdle model. Results suggest Italian consumers are willing to pay premium prices for HHT flour while they prefer to pay for HHT packed bread at the same price as conventional one. Consumers’ WTP for the second, third, and more units are lower than their WTP for the first unit of product. While factors that influence consumers’ decision to buy these two new products are the same, factors that affect their desired product units differ among each products. In conclusion, Italian consumer preference for eco-friendly label depends on the types of products.
2016
Wongprawmas, Rungsaran; Pappalardo, Gioacchino; Canavari, Maurizio; Pecorino, Biagio
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/544735
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