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

Paolo Sckokai, Daniele Moro and Enrica Cuomo

No 116411, 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany from European Association of Agricultural Economists

Abstract: European statistics show that one of the most widespread source of health risks related to food is mycotoxins. The objective of this paper is to evaluate the Italian consumers’ perception of the mycotoxins’ risk and, more specifically, their willingness-to-pay (WTP) for a hypothetical bottle of milk obtained by cows in which the feed ration contains maize certified for the ‘good practices’ that reduce such risk. For this purpose, a web-based stated choice (SC) experiment involving a representative sample of 973 Italian consumers has been carried out and WTP has been measured using the panel data version of a Random Parameters Logit (RPL) model. The results show that Italian consumers are willing to pay a rather high average price premium for “reduced-micotoxin” milk. This premium becomes even higher for female, middle-age and low-education consumers.

Keywords: Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy (search for similar items in EconPapers)
Pages: 15
Date: 2010
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Citations: View citations in EconPapers (2)

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Journal Article: Consumer willingness to pay for food safety: the case of mycotoxins in milk (2014)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaa115:116411

DOI: 10.22004/ag.econ.116411

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