Consumer Information and Willingness to Pay an Additional Price for Food Safety of Dairy Products

MSc. Xhevat Sopi, Dr.Sc. Engjëll Shkreli, MSc. Visar Sutaj

Abstract


Due to food safety incidents around the world, a number of research projects have found growing willingness to pay (WTP) premium price for additional safety of food products. However, this depends on the amount of information consumers have regarding food safety. The objective of this paper is to assess the level of information consumers have on the safety of dairy products in Kosovo and the impact of information on the consumers’ willingness to pay premium price for dairy products if they are certified with food safety standards.

The results come from a survey conducted with 303 customers of Viva Fresh supermarket chain store, who were interviewed at the time of purchase in the supermarket. Descriptive statistics shows lack of knowledge of food safety; only 15% of respondents are aware of ISO9001 standard, 7% are aware of HACCP and only 10.2% of respondents can make a difference between the concepts of food quality and safety. With regard to information 66.3% of respondents have heard of food safety problems while 47.33% have heard through the media.

Using a logistic regression model, the research found that consumers who have heard about the problems of food safety (p = 0.049) and those who are aware of the ISO 9001 (p = 0.002) are more likely to have a positive attitude towards WTP.


Keywords


Fond safety; information; willingness to pay; dairy products; logistic regression;

References


Alberini, A., & Cooper, J. (2000). Applications of the contingent valuation method in developing countries: A survey. Rome: (Vol. 146). Food & Agriculture Org.

ASK. (2013c). Karakteristikat arsimore të popullsisë të Kosovës. Prishtinë: Agjencia e Statistikave të Kosovës.

ASK. (2013b). Të dhënat demografike sipas komunave. Prishtinë: Agjencia e Statistikave të Kosovës.

ASK. (2013a). Të dhënat socio-ekonomike sipas komunave. Prishtinë: Agjencia e Statistikave të Kosovës.

Canavari, M., Imami, D., Gjonbalaj, M., & Alishani, A. (2014). Linking national support measures to local food production with consumer preferences in Kosovo. FAO Regional Office for Europe and Central Asia: FAO Project - Policy assistance to Kosovo to identify support measures linking local agricultural production with the domestic market TCP/KOS/3401.

Caswell, J. A., & Mojduszka, E. M. (1996). Using informational labeling to influence the market for quality in food products. American Journal of Agricultural Economics, 1248-1253.

Haas, R., Canavari, M., Imami, D., Gjonbalaj, M., & Gjokaj, E. (2015). Attitudes And Preferences Of Kosovar Consumer Segments Towards Quality Attributes Of Milk And Dairy Products. IFAMA Symposium.

Jabbar, M. A., Baker, D., & Fadiga, M. L. (2010). Demand for livestock products in developing countries with a focus on quality and safety attributes: evidence from Asia and Africa. ILRI (aka ILCA and ILRAD).

Kealesitse, B., & Kabama, I. O. (2012). Exploring the influence of quality and safety on consumers’ food purchase decisions in Botswana. International Journal of Business Administration, 3(2), p 90.

Latvala, T. (2010). Risk, Information and Trust in the Food Chain: Factors Explaining Consumer Willingness to Pay. Proceedings in Food System Dynamics, 691-705.

Latvala, T., & Kola, J. (2003). Impact of information on the demand for credence characteristics. International Food and Agribusiness Management Review, 5(2), 1-12.

Loureiro, M. L., & Umberger, W. J. (2003). Estimating Consumer Willingness to Pay for Country-of-Origin Labeling. Journal of Agricultural and Resource Economics, 28 (2), 287-301.

Osmani, M. (2010). Ekonometri, me zbatime. Tiranë.

Verbeke, W. (2008). Impact of communication on consumers' food choices. Proceedings of the Nutrition Society, 67(03), 281-288.

Zhllima, E., Imami, D., & Canavari, M. (2015). Consumer perceptions of food safety risk: Evidence from a segmentation study in Albania. Journal of Integrative Agriculture, 14(6), 1142-1152.


Full Text: PDF

DOI: 10.21113/iir.v5i2.79

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM

Refbacks

  • There are currently no refbacks.




Copyright (c) 2016 MSc. Xhevat Sopi, Dr.Sc. Engjëll Shkreli, MSc. Visar Sutaj

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
x
Message