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Title: Organic consumers' profile and their willingness to pay (WTP) for selected organic food products in Greece
Authors: Zotos, Yorgos 
Krystallis, Athanassios
Fotopoulos, Christos
Keywords: Organic label;Marketing orientation;Willingness to Pay;Conjoint analysis
Category: Media and Communications
Field: Social Sciences
Issue Date: 2006
Publisher: Taylor & Francis Group
Source: Journal of International Consumer Marketing, 2006, Volume 19, Issue 1, Pages 81 - 106
Abstract: The adoption of different food quality assurance schemes by the EU, such as the organic label, has been a response to the growing demand for certified quality food products among the European consumers. Several useful benefits have been claimed for these schemes, including their value as marketing strategies. The present study develops at a two-fold level: first, it attempts to offer more insights into the Greek organic consumer profile, using a nationally representative sample of 1,612 households. Second, the study examines the effectiveness of the organic label as a marketing strategic orientation, given that addressing the highly motivated, quality conscious consumer is the core objective of any food quality assurance policy. The use of conjoint analysis in exploring organic buyers' Willingness to Pay (WTP) for a variety of organic products (olive oil, raisins, bread, oranges and wine from organic grapes) is selected as the most appropriate approach to that target.
ISSN: 1528-7068
Rights: © 2006 by The Haworth Press, Inc.
Type: Article
Appears in Collections:Άρθρα/Articles

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