Purchasing barrier price? – Analysis of the willingness to pay and the purchasing behaviour on organic products

Research project within the framework of the Federal programme for organic agriculture (BÖL)

http://www.bundesprogramm-oekolandbau.de/

Head of project:

Prof. Dr. Ulrich Hamm
Department of Agricultural and Food Marketing
Faculty of Organic Agricultural Sciences
University of Kassel
Steinstr. 19
37213 Witzenhausen

Contact person: Sabine Plaßmann

Duration: April 2007 to March 2009

Description of Project:

According to more than 20 years research on consumer behaviour, price is the main purchasing barrier for organic products. This can be challenged by the fact that subjective price perception and consumers' evaluation are influenced by many factors. The project therefore aims to give an answer to the question to what extent the stated consumers' willingness to pay meets their actual purchasing behaviour. An analysis is to be carried out how exactly consumers of organic products know the prices of organic products which they intend to buy (price knowledge), how much consumers want to pay for these products at a maximum (willingness to pay), if and to what extent consumers perceive changes of prices and to what extent their stated willingness to pay and the purchasing behaviour correspond with each other.

Complete text under: http://orgprints.org/15745/