Willingness to pay for sustainable food products: valuations based on personal characteristics

Le consentement à payer les produits alimentaires durables: les valorisations en fonction des caractéristiques personnelles

Stéphanie Leprieur, Stephane Magne () and Patricia Coutelle ()
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Stéphanie Leprieur: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines
Patricia Coutelle: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: The current decline in sales of organic products is generally attributed to the price of raw materials, the price of products or the slump in consumer purchasing power. In order to gain a better understanding of this phenomenon, this research identifies the motivations and disincentives behind the willingness to pay for sustainable food products (monetary and non-monetary values) and assesses the role of personal characteristics on the perceived value/WTP link. Using qualitative methods based on consumer interviews, textual data analysis using ALCESTE© and a semiotic square, four consumer typologies were identified, based on the link between their personal characteristics (ethical sensitivity, concern for the environment, and concern for health and food safety) and the value classes of these innovations (health benefits, intrinsic and extrinsic product quality, practicality, ethics and financial sacrifices).

Date: 2024-05-16
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Published in Journée AFM Prix et Valeur, AFM - IAE de Tours, May 2024, Tours, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05521977

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