The Price of Organic Foods as a Limiting Factor of the European Green Deal: The Case of Tomatoes in Spain

Abstract

The consumption of organic food in the EU remains very low, mainly as a result of the higher price of such food compared to conventional products. To determine consumer preferences, 415 consumer surveys were conducted in Madrid (Spain), using tomatoes as the reference for analysis given their significant market recognition in terms of price, types, origin, and production systems. The data analysis was carried out using conjoint analysis and consumer segmentation techniques, maximum willingness to pay, and market share simulations using the maximum utility method. In addition, to better characterize the consumers, their attitudes towards the environment and their lifestyle indicators were defined. Consequently, 25.2% of consumers were found to be the most willing to pay a higher price to consume organic food. The simulation verified that price is the main problem as regards consuming organic food, with a preference for local markets being identified. In general, it is observed that these consumers have a more positive attitude towards the environment and healthier lifestyles. The implementation of the European Green Deal may have the impact of an additional increase in prices owing to higher production costs. To reduce this impact, it would be advisable to stimulate the economic activity of local markets.

Turkish Consumers’ Purchase Motivation towards Erzurum Stuffed-Kadayif with Protected Geographical Indication (PGI) at the Dessert Retailers

“…In recent years, there has considerably maintained a change in consumers' food consumption preferences and purchase motivations under the negative effects of global climate change due to lower yield and quality attributes suffered in plant and livestock products, biodiversity losses, possible risk factors on food safety and security at food life cycle from the farms to the retailer shelves, negative consumer perceptions about emotional food quality attributes, as well as negative impacts on human health and the environment (Bernabeu et al, 2023;Bouranta et al, 2023;Mesias et al, 2023).…”

“…Especially, when making consumers' food purchase decisions based on their hedonic experience perceptions, it was emphasized that they make purchasing decisions to a large extent by taking into account the marketing mix such as the region of origin and prices (Topcu and Çavdar, 2022;Bernabeu et al, 2023;Chaffee and Ross, 2023), the food brands and their communication tolls (Bernabeu et al, 2023), food packaging and label knowledge (Chaffee and Ross, 2023) and the retailers and their positioning strategies (Bytyqi et al, 2023;Curutchet et al, 2023;Seo and Kim, 2023).…”

Turkish Consumers’ Purchase Decisions towards Erzurum Stuffed-kadayif with Protected Geographical Indication at Dessert Retailers

“…In recent years, there has considerably maintained a change on consumers' food consumption preferences and purchase decisions under the negative effects of global climate change due to lower yield and quality attributes suffered in plant and livestock products, biodiversity losses, possible risk factors on food safety and security at food life cycle from the farms to the retailer shelves, negative consumer perceptions about emotional food quality attributes, as well as negative impacts on human health and the environment (Bernabeu et al, 2023;Bouranta et al, 2023;Mesias et al, 2023).…”

“…Especially, when making consumers' food purchase decisions based on their hedonic experiences or extrinsic food quality perceptions, it was emphasized that they make purchasing decisions to a large extent by taking into account the marketing mix such as the region of origin and prices (Bernabeu et al, 2023;Chaffee and Ross, 2023;Topcu and Çavdar, 2022), the food brands and their communication tolls (Bernabeu et al, 2023), food packaging and label knowledge (Chaffee and Ross, 2023) and the retailers and their positioning strategies (Bytyqi et al, 2023;Curutchet et al, 2023;Seo and Kim, 2023), and thus their willingness to pay was also much higher for the food products providing higher extrinsic quality satisfaction.…”

What Is the Willingness to Pay for a Basket of Agricultural Goods? Multi-Features of Organic, Animal Welfare-Based and Natural Products with No Additives

“…Although Rizzo et al [11] performed a cost-benefit analysis, it was only performed for the hazelnut in the case of conventional and organic production in Italy. Furthermore, Coppola et al [12] and Bernabéu et al [13] evaluated the WTP for specific features in the context of organic olive oil and organic tomato ketchup. Similarly, conjoint analysis was conducted by Heng et al [14] to evaluate the WTP for hens' eggs and also by Linder et al [15] to evaluate livestock breeding from the point of view of animal welfare.…”