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A price premium for the farmer-owned label? A choice experiment with milk consumers in the Netherlands
Agribusiness ( IF 3.2 ) Pub Date : 2021-03-18 , DOI: 10.1002/agr.21699
Jasper Grashuis 1
Affiliation  

Organized milk producers may use marketing mechanisms in response to price and policy variability. While adopted by numerous milk producer co-operatives across the world, the farmer-owned label is not yet used in the Dutch consumer marketplace. We estimate the viability of the farmer-owned label in the Netherlands with a branded choice experiment. We observe a significant and positive willingness-to-pay for the farmer-owned label, but only given the disclosure of additional information in terms of profit allocation to farmers as opposed to investors. Further variation in the willingness-to-pay across attributes is indicative of its complex position in the crowded landscape of marketing mechanisms. [EconLit Citations: C25, D83, D91, Q13].

中文翻译:

农民自有品牌的价格溢价?荷兰牛奶消费者的选择实验

有组织的牛奶生产商可能会使用营销机制来应对价格和政策的变化。虽然被世界各地的众多牛奶生产合作社采用,但荷兰消费者市场尚未使用农民所有的标签。我们通过品牌选择实验评估了荷兰农民自有品牌的可行性。我们观察到农民自有标签的显着且积极的支付意愿,但只是在向农民而非投资者披露利润分配方面的额外信息的情况下。不同属性的支付意愿的进一步变化表明其在拥挤的营销机制环境中的复杂地位。[EconLit 引文:C25、D83、D91、Q13]。
更新日期:2021-03-18
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