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

Consumer willingness to pay for food safety: the case of mycotoxins in milk / Sckokai, Paolo; Veneziani, Mario; Moro, Daniele; Castellari, Elena. - In: BIO-BASED AND APPLIED ECONOMICS. - ISSN 2280-6180. - 3:1(2014), pp. 63-81. [10.13128/BAE-12827]

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

VENEZIANI, Mario;
2014-01-01

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
Consumer willingness to pay for food safety: the case of mycotoxins in milk / Sckokai, Paolo; Veneziani, Mario; Moro, Daniele; Castellari, Elena. - In: BIO-BASED AND APPLIED ECONOMICS. - ISSN 2280-6180. - 3:1(2014), pp. 63-81. [10.13128/BAE-12827]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11381/2834585
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