Market segmentation and willingness to pay for organic products in Spain

Gil, José María; Gracía, Azucena; Sánchez, Mercedes

doi:10.1016/s1096-7508(01)00040-4

Cited by 485 publications

(445 citation statements)

References 13 publications

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“…As mentioned in several studies many consumers denote that they have a preference for and an interest in organically produced products (Tsakiridou et al, 2008) and therefore may be willing to pay premium prices for organic food. Gil et al (2000) empirically confirmed this assumption and revealed no willingness to pay a premium for organic food products concerning unlikely consumers, whereas likely and actual organic food consumers were willing to pay a premium especially for meat, fruits, and vegetables.…”

Section: Consumer Perception Of Organic Foodmentioning

confidence: 73%

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Tasting green: an experimental design for investigating consumer perception of organic wine

Wiedmann

Hennigs

Behrens

et al. 2014

British Food Journal

114

137

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(2005),"Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food", British Food Journal, Vol. 107 Iss 8 pp. 606-625 https:// doi.org/10.1108/00070700510611002 Access to this document was granted through an Emerald subscription provided by emerald-srm:271967 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Purpose -There is empirical evidence that the image of organic products has a stronger effect on consumer perception than the intrinsic characteristics. Against this background, the aim of this paper is twofold; first, to ascertain if the stimulus "organic food", placed by storytelling, influences the perception of wine. Based on this, the study tries to discover wherein a positive perception of organic wine might be reflected (e.g. willingness to pay premium prices, better taste perception). Design/methodology/approach -Focusing on the consumer perception and evaluation of conventional versus organic wine, it was decided to use an experimental design with a blind taste test procedure. The prediction was that subjects would rank a wine described as organic higher than a conventional wine -even if there is no objective difference. Consumer perceptions and attitudes toward the wines were assessed using a questionnaire including wine preference, buying and recommendation intention, and willingness to pay. Besides, consumer wine knowledge and consumer personal environmental orientation were measured as individual constructs.Findings -In accordance with existing research insights, consumers tend to prefer organic products over conventional ones. In this context, the experiment shows that adding information on the product's process during a blind test leads consumers to increase their ratings in favour of the "organic wine". Interesting is that consumers even give a better rating for "conventional wine" just described as being "organic", indicating that the appearance and taste are perceived to be better, and the price intention is higher -thus, a pure signalling effect is achieved. Originality/value -The key finding of the study was that even if...

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Section: Consumer Perception Of Organic Foodmentioning

confidence: 73%

“…First and Tasting green Brozina, 2009) as well as price characteristics (i.e. Krystallis and Chryssohoidis, 2005;Soler et al, 2002;Brennan and Kuri, 2002;Gil et al, 2000).…”

Section: Consumer Perception Of Organic Foodmentioning

confidence: 99%

Tasting green: an experimental design for investigating consumer perception of organic wine

Wiedmann

Hennigs

Behrens

et al. 2014

British Food Journal

114

137

View full text Add to dashboard Cite

show abstract

“…As the variables used for segmentation are usually derived from demographics, behaviour, psychographics or geographic (van Raaij and Verhallen, 1994;Gil et al, 2000;Cleveland et al, 2011), criteria that are employed by the wine industry can be related to the four classic market segmentation bases . These are geographic, i.e.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Customer value perception: cross-generational preferences for wine

Wiedmann

Behrens

Klarmann

et al. 2014

British Food Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Purpose -A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers -in general and divided into different age groups -to choose and consume a certain wine. Design/methodology/approach -In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses. Findings -Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine.Research limitations/implications -For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level. Practical implications -Successful wine marketing strategies should focus on the customer's subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty. Originality/value -The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumers' wine choices.

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“…It is true that in practical terms, gathering correct and valuable information (through polls, surveys, questionnaires or experiments) could be an 4 See, for instance, Gil et al (2000) for Spain; Boccaletti and Nardella (2000) for Italy, and Cranfield and Magnusson (2003) for Canada. 5 The Environmental Kuznets Curve hypothesis, which suggests that environmental damage first rises with economic growth and then declines, is at the heart of this assumption.…”

Section: Environment Contingent Valuation and Developing Countriesmentioning

confidence: 99%

Eliciting Environmental Preferences of Ghanaians: An Experimental Approach

Meroz

Morone

2007

SSRN Journal

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In this paper we aim -through an 'experimentally-adapted' Contingent Valuation surveyto look into the attributes of Ghanaians' willingness-to-pay for green products. This would help us addressing two main issues: first, from a theoretical point of view, we shall assess whether Ghanaians show a preference towards environmental goods -hence, countering the 'too poor to be green' argument. Secondly, from a methodological point of view, we shall try to see if the incentive compatible CV analysis provides a good measurement of subjects' willingness-to-pay for environmental premium. Our investigation provides an answer to both issues, showing how using an incentive compatible experiment produces, in the case of Ghana, reliable results and that Ghanaians consistently show that they are willing to pay an extra premium for green products.JEL codes: C9; Q5

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Market segmentation and willingness to pay for organic products in Spain

Cited by 485 publications

References 13 publications

Tasting green: an experimental design for investigating consumer perception of organic wine

Tasting green: an experimental design for investigating consumer perception of organic wine

Customer value perception: cross-generational preferences for wine

Eliciting Environmental Preferences of Ghanaians: An Experimental Approach

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