This study discusses the identification of factors affecting consumers’ willingness to pay a price premium for ecological goods. The study was carried out in selected regions of Ukraine, in the cities of Kharkiv and Kyiv. The study applied various research methods, in particular public opinion analysis based on conducted surveys and the statistical inference method. The conducted research may constitute the scientific basis for the assessment of this market segment development. The comparison of consumer attitudes, presented by the residents of major Ukrainian cities regarding environmental goods, revealed their willingness to pay a price premium depending primarily on the purchasing power of the population, but also on gender, age, and social status. The analysis of differences in the cross-tabulation of quality characteristics was performed using Pearson’s chi-square test, which showed that, for example, men were more willing than women to choose environmental products due to their environmental safety and their selection was more often than in case of women based on environmental goods’ price. The collected research results can be used to assess the development prospects of environmental goods’ market, to construct the set of measures increasing the willingness level of domestic consumers to pay a price premium for ecological products, and to take up decisions about the production of ecological goods.
The purpose of the study is to improve the methodological approach to taking into account critical factors for the development of entrepreneurial initiatives in agribusiness. To achieve this goal, it is necessary to: identify factors influencing the development of entrepreneurial initiatives in agribusiness; perform classification and analysis of factors in order to identify those that are critical for the development of entrepreneurial initiatives in agribusiness; specify the stages of the methodological approach to taking into account critical factors for the development of entrepreneurial initiatives in agribusiness. It is argued that entropy in the agribusiness environment can be caused by the fact that when forming decisions related to the development of entrepreneurial initiatives, the relationship between critical factors and their nature is not taken into account. It is proved that critical for the development of entrepreneurial initiatives in agribusiness are factors that are related to each other both on the basis of similarity of structure and on the basis of similarity of values that characterize these factors. It is argued that entrepreneurial initiatives in agribusiness should be based on in-depth factor analysis, the results of which exclude fluctuations in the implementation of these initiatives and prevent entropy.
The paper discusses the topic of production volume of selected agricultural products in Poland and in Ukraine by taking an attempt to assess the market development in the context of the general characteristics of agricultural farms in these countries. The collected information was analyzed with use of the comparative method, by juxtaposing information about the structure of agricultural farms in Poland and in Ukraine in terms of the organization of farms, their number and surface area according to the adopted area groups and the analysis of plant production according to main cultivated crops and their yield. Further factors used to evaluate the extent of changes in structural transformations in agriculture were statistical measures, including the determination coefficient. In Poland, agricultural production is conducted mainly in individual farms (also called family or private farms). This refers both to animal and plant production. On the other hand, in Ukraine, production takes place in agriculture enterprises and households, whose distribution is similar to uniform distribution. In spite of significant differences in the area covered by agricultural land in Ukraine and in Poland, the latter is characterized by a relatively high share of the production of cereal crops and sugar beet, while Ukraine is the leader in the production of sunflower seeds (second largest manufacturer in the world), which is only a marginal crop in Poland.
The aim of this paper was to define and analyze local consumers’ willingness to pay a price premium for ecological goods in the regions of Ukraine (on the example of the residents of Kharkiv and Kyiv). For this purpose, different methods were used in the research: surveys; abstract-logical; induction and deduction; monographic; comparative analysis; graphic. The scientific value was provided by the theoretical development and methodological principles of assessing the willingness of consumers to pay a price premium for ecological goods in the regions of Ukraine. These have become the scientific basis for assessing the future development of this segment of the market, since more than half of consumers are ready to buy ecological products, even more expensive than ordinary ones, but there is a certain limit for the price premium. It was revealed that the potential for market development is the greatest, provided that the price premium for the environmental properties of the goods is not more than 25%. Accordingly, the higher the price premium on ecological goods, the less consumers are willing to buy them. The comparison of consumers’ attitudes from different regions (examples from the residents of Kharkiv and Kyiv) on ecological goods and their willingness to pay a price premium for them showed that one of the key factors is the level of the purchasing power of the population. The obtained results of the research can be used to assess the prospects for the development of the market in ecological goods, to develop a set of measures to increase the level of readiness of domestic consumers to pay a price premium for ecological products and the adoption of managerial and marketing decisions in the relevant segment of the market.
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