Lookup NU author(s): Professor Matthew Gorton
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
Reflecting the growing interest from both consumers and policymakers, and building on recent developments in Willingness to Pay (WTP) methodologies, we evaluate consumer preferences for an archetypal traditional food product. Specifically we draw on stated preference data from a discrete choice experiment, considering the traditional Hungarian mangalitza salami. A WTP space specification of the generalized multinomial logit model is employed, which accounts for not only heterogeneity in preferences but also diﬀerences in the scale of the idiosyncratic error term. Results indicate that traditional food products can command a substantial premium, albeit contingent on effective quality certification, authentic product composition and effective choice of retail outlet. Promising consumer segments and policy implications are identified.
Author(s): Balogh P, Békési D, Gorton M, Popp J, Lengyel P
Publication type: Article
Publication status: Published
Journal: Food Policy
Print publication date: 01/05/2016
Online publication date: 09/04/2016
Acceptance date: 31/03/2016
Date deposited: 04/04/2016
ISSN (print): 0306-9192
ISSN (electronic): 1873-5657
Publisher: Pergamon Press
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