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Consumer willingness to pay for traditional food products

Lookup NU author(s): Professor Matthew GortonORCiD



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


Reflecting the growing interest from both consumers and policymakers, and building on recent developments in Willingness to Pay (WTP) methodologies, we evaluate consumer preferences for an archetypal traditional food product. Specifically we draw on stated preference data from a discrete choice experiment, considering the traditional Hungarian mangalitza salami. A WTP space specification of the generalized multinomial logit model is employed, which accounts for not only heterogeneity in preferences but also differences in the scale of the idiosyncratic error term. Results indicate that traditional food products can command a substantial premium, albeit contingent on effective quality certification, authentic product composition and effective choice of retail outlet. Promising consumer segments and policy implications are identified.

Publication metadata

Author(s): Balogh P, Békési D, Gorton M, Popp J, Lengyel P

Publication type: Article

Publication status: Published

Journal: Food Policy

Year: 2016

Volume: 61

Pages: 176-184

Print publication date: 01/05/2016

Online publication date: 09/04/2016

Acceptance date: 31/03/2016

Date deposited: 04/04/2016

ISSN (print): 0306-9192

ISSN (electronic): 1873-5657

Publisher: Pergamon Press


DOI: 10.1016/j.foodpol.2016.03.005


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