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Consumers willing to pay more for organic, researchers find
Story Date: 2/22/2012
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Source: Michael Fielding, MEATINGPLACE, 2/21/12
Consumers – especially those who occasionally or regularly buy organic chicken – are willing to pay a premium for organic version of the meat, according to a study conducted by the University of Arkansas’ Center for Food Safety.
The extent of their willingness to pay the premium, however, depends on the type of organic label.
The results were published in the journal Food Quality and Preference.
"Considering that consumers think of high price premiums as the strongest limiting factor when purchasing organic meat, it is then important to know consumers' willingness to pay for these products," said Ellen Van Loo, a doctoral researcher in the food consumer science unit at the Department of Agricultural Economics at Ghent University in Belgium and former food science graduate student at the University of Arkansas.
"Willingness-to-pay estimates can also provide insights on how consumers value the organic attribute in meat products and can be used as input in analyzing the marketability of the products."
The surveys found that, overall, consumers would be willing to spend a 35-percent premium for a general organic labeled chicken breast and would pay 104 percent more for a USDA-certified organic labeled chicken breast.
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