Journal
FOOD POLICY
Volume 61, Issue -, Pages 176-184Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodpol.2016.03.005
Keywords
Traditional foods; Discrete choice experiment; Preference heterogeneity; Generalized multinomial logit model; WTP space
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Funding
- Janos Bolyai Research Scholarship of the Hungarian Academy of Sciences
- University of Debrecen
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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. (C) 2016 The Authors. Published by Elsevier Ltd.
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