South African consumers' willingness to pay a premium for Karoo Lamb: The influence of subjective and objective knowledge, label information and demographics

Donoghue, Suné, Ina Wilken-Jonker, Francois E. Steffens and Johann Kirsten

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: In South Africa, Karoo Lamb is a prestigious product associated with free range production. This study examined the influence of subjective and objective Karoo Lamb knowledge, the importance of label information, and demographics on consumers' willingness to pay a premium for Karoo Lamb products. A panel of 355 consumers who had previously purchased lamb/mutton products completed an online questionnaire. The importance of Karoo Lamb label information, subjective Karoo Lamb knowledge and population group had a significant positive impact on willingness to pay a premium for Karoo Lamb. Objective Karoo Lamb knowledge and other demographics did not have a significant impact.

Keywords: Geographic origin; Karoo Lamb; Willingness to pay a premium; Objective knowledge; Subjective knowledge; Label information; Demographics (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002307

DOI: 10.1016/j.jretconser.2021.102664

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