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Consumer willingness to pay for food safety: the case of mycotoxins in milk

Paolo Sckokai, Mario Veneziani, Daniele Moro and Elena Castellari (elena.castellari@unicatt.it)

Bio-based and Applied Economics Journal, 2014, vol. 03, issue 1, 19

Abstract: Mycotoxins contamination in food is a serious source of health risks. This paper evaluates the Italian consumers’ perception of the mycotoxins’ risk through their willingness to pay (WTP) for a hypothetical bottle of milk obtained by cows fed with, inter alia, maize certified for the “good practices” (GPs) that reduce this risk. Therefore, a web-based stated choice experiment (SCE) has been carried out involving a representative sample of 973 Italian consumers and the WTP has been measured using the panel data version of a Random Parameters Logit (RPL) model. Results show that Italian consumers are willing to pay a 29% average price premium for “reduced-mycotoxins” milk. This premium increases for consumers between 44 and 54 years of age, who are students, have completed tertiary education, are economically well-off and shop fairly infrequently.

Keywords: Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (3)

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https://ageconsearch.umn.edu/record/172416/files/12827-28439-1-PB.pdf (application/pdf)

Related works:
Working Paper: Consumers’ willingness to pay for food safety: the case of mycotoxins in milk (2010) Downloads
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aieabj:172416

DOI: 10.22004/ag.econ.172416

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