Purpose

This paper measures German customers' label-depending preference and willingness to pay for organic and local food.

Design/methodology/approach

The sample covers 325 survey respondents from 12 out of the 16 German federal states. Data was collected through convenience sampling in December 2019. A choice-based conjoint analysis was operated.

Findings

Customers value local food from their federal state most, thereby accepting a price premium of no less than 200%. The label moderates the influence of organic production conditions on price acceptance significantly.

Research limitations/implications

Based on self-reported data from a convenience sample, the demographic distribution of the sample differs from that of the German population. Moreover, the willingness to pay was found to be product-specific, limiting general applicability.

Practical implications

Marketers should focus on local and local organic food in the assortment. Marketing strategies should include information campaigns. Producers may sell their products regionally or cooperate with local retailers. Introducing a separate official “local organic” label is suggested.

Originality/value

The study provides detailed evidence on the preference of German costumers and suggests a significantly higher willingness to pay for organic and local food than previous literatures.

中文翻译：

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本地是新有机食品吗？来自德国地区的经验证据

目的

本文衡量了德国客户对标签的依赖性以及购买有机食品和当地食品的意愿。

设计/方法/方法

该样本涵盖了来自德国16个联邦州中的12个州的325名受访者。数据通过2019年12月的便利抽样收集。进行了基于选择的联合分析。

发现

顾客最珍视来自其联邦州的当地食品，从而接受不低于200％的价格溢价。该标签显着缓解了有机生产条件对价格接受度的影响。

研究局限/意义

根据便利样本的自我报告数据，样本的人口分布与德国人口不同。而且，发现支付意愿是针对特定产品的，从而限制了总体适用性。

实际影响

营销人员应重点关注各种本地和本地有机食品。营销策略应包括宣传运动。生产者可以在当地销售其产品或与当地零售商合作。建议引入一个单独的官方“本地有机食品”标签。

创意/价值

这项研究提供了有关德国服装消费者偏爱的详细证据，并表明与以前的文献相比，购买有机食品和当地食品的意愿明显更高。