Combining contingent valuation with the analytical hierarchy process to decompose the value of rabbit meat

Kallas, Zein; Gil, José M.

doi:10.1016/j.foodqual.2011.11.006

Cited by 20 publications

(16 citation statements)

References 29 publications

(32 reference statements)

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“…In CVM, individuals are asked directly about their WTP, and consequently, the focus is more strongly directed toward the product value. This assumption is supported by the observation that the nonresponse rate in CVM studies is higher than in CE studies, indicating that the respondents consider their budget constraints seriously (Kallas & Gil, 2012). Nevertheless, the reliability and validity of CVM results highly depend on the design of the study and how individuals are asked about their WTP (Boccaletti & Nardella, 2000;Grunert et al, 2009).…”

Section: Contingent Valuation Methodsmentioning

confidence: 96%

Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe

Zander¹,

Feucht²

2017

Journal of International Food & Agribusiness Marketing

137

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Sustainability of increasing relevance also for seafood markets. The aim of this contribution is to analyze consumer preferences and their willingness to pay (WTP) for different sustainability claims, and to identify consumer segments according to their WTP. The contingent valuation method was applied to elicit consumers' WTP in eight European countries. The WTP varies between seven and almost 20%, depending on attribute and country. Three consumer groups become apparent: the largest group without any additional WTP, a smaller group with a moderate additional WTP of plus 17%, and a very small group with an additional WTP of more than 40%. Clear differences between countries are obvious regarding preferences for different sustainability attributes, particularly in the segment with the highest WTP. A fraction of the consumers is willing to pay significantly higher prices for sustainably produced fish from Europe: given that trustful standards are applied and well communicated.

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Section: Contingent Valuation Methodsmentioning

confidence: 96%

Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe

Zander¹,

Feucht²

2017

Journal of International Food & Agribusiness Marketing

137

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“…After providing evidence of average willingness-to-pay (i.e., price premium), we estimate an aggregated price premium for the target population. CVM researchers (Atkinson et al, 2008;Humphreys, Johnson, Mason, & Whitehead, 2011;Johnson, Whitehead, Mason, & Walker, 2012) have reported average and aggregate willingness-to-pay values from the sample (Abdullah & Jeanty, 2011;Kallas & Gil, 2012;Süssmuth, Heyne, & Maennig, 2010). The aggregated willingness-to-pay value represents the brand equity of the IRONMAN brand in the study because it symbolizes brand equity.…”

Section: Discussionmentioning

confidence: 99%

Assessing sport brand value through use of the contingent valuation method

Lee

2015

JEFS

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This work is a first attempt to estimate customer-based brand equity with the contingent valuation method (CVM) for a service-oriented product. We assess the value of a sport brand, IRONMAN triathlon, utilizing the CVM-one of the few available measures for estimating intangible product values. The equity of the IRONMAN brand was derived from consumers' perceptions, attitudes, and behaviours by asking consumers (i.e., triathletes who have experiences with IRONMAN and non-IRONMAN branded events) about their willingness to pay for an IRONMAN and generic non-IRONMAN triathlon events. We found (1) the presence of price premiums that sport consumers were willing to pay for the branded sport product and (2) the estimated brand equity value of approximately $102 million for IRONMAN Half-distance events, and $123 million for IRONMAN Full-distance event.

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“…That means a surcharge of 16 %. Other researchers (9) reported that consumers are willing to pay an over-rated of •1.38 /kg ($25.0/kg) for whole organic rabbit meat, and •0.721/kg for meat rabbit into pieces. This represents nearly twice the paid reported by consumers in Iztapalapa.…”

Section: (5)mentioning

confidence: 99%

“…En este sentido, diversos estudios tratan con el tema de la percepción, opinión y preferencias de los consumidores por los productos diferenciados, como son los productos orgánicos, locales, inocuos, y con propiedades nutraceúticas (6,9,10) . En este contexto la carne de conejo cumple como producto funcional, por el alto contenido de ácidos grasos poliinsaturados, vitamina E, selenio y el mejoramiento de la estabilidad oxidativa de la carne (10) .…”

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“…In this sense, different studies deal with the subject of perception, opinion and preferences of consumers by the differentiated products, such as organic, local, safe products, and nutraceutical properties (6,9,10) . In this context, the rabbit meat accomplish as functional product, by the high content of polyunsaturated fatty acids, vitamin E, selenium and the improvement of the oxidative stability of meat (10) .…”

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confidence: 99%

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Preferencias de consumidores y disponibilidad a pagar por atributos de calidad en carne de conejo orgánico

Villanueva

López

Rodrı́guez

2015

Rev. Mex. Cienc. Pecu.

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La demanda de productos cárnicos, especialmente los de especialidad, están altamente segmentados entre los diferentes tipos de consumidores. En este trabajo, las preferencias del consumidor por atributos relacionados con la calidad (inocuidad, frescura, textura, color, orgánico y precio) por carne de conejo son analizadas para descubrir su nicho de mercado potencial. A partir de datos obtenidos por encuesta a una muestra aleatoria de 197 personas, se realizó análisis descriptivo, de correlación y un modelo econométrico para identificar las variables potencialmente explicativas de la disponibilidad a pagar (DAP) de los consumidores por el atributo orgánico. Las preferencias se midieron utilizando una escala Likert de cinco categorías. Los atributos más preferidos, en orden de importancia, fueron lo orgánico, la inocuidad, la frescura, y el precio de la carne. El atributo “orgánico” es altamente preferido por el 64 % de la muestra, seguido de la inocuidad. Las razones para preferir carne orgánica son por salud y responsabilidad social. Las características, escolaridad, ingreso del hogar, conocimiento sobre alimentos orgánicos, y el atributo inocuidad fueron significativas (P<0.05) de la DAP. Esto revela la importancia del nivel de ingresos y la educación formal en la decisión del consumidor sobre el posible sobreprecio por estos alimentos. El sobreprecio que los consumidores pagarían por kilogramo de carne de conejo orgánico fue del 15 % de la media del precio ($13.50 más por kilogramo) que los consumidores pagan.

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Combining contingent valuation with the analytical hierarchy process to decompose the value of rabbit meat

Cited by 20 publications

References 29 publications

Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe

Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe

Assessing sport brand value through use of the contingent valuation method

Preferencias de consumidores y disponibilidad a pagar por atributos de calidad en carne de conejo orgánico

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