Wpływ podwyższonej wartości odżywczej na skłonność do płacenia wyższej ceny za produkty pochodzenia zwierzęcego

Abstract

<jats:p>The aim of the study was to verify the hypothesis that consumers are willing to pay more for products with enhanced nutritional value. In order to verify it, the survey was conducted using direct “face to face” interview in the technology of Paper and Pencil Interview, on a representative nationwide sample of 1,000 respondents. It was found that consumers are far more willing to pay more for high health promoting properties products than for products with enhanced quality or enhanced nutritional value. It may be indicated, that even in the east regions of Poland (characterized by the worse economic situation, than central regions of Poland), there is an important potential to market such products. The study confirm the limited understanding of the labeling information about nutritional value. As a consequence it may be a prerequisite to reformulate marketing messages to obtain better communication with the consumer.</jats:p>

Willingness to pay for consumer food products in scientific research

“…With regard to scientific literature dedicated to the consideration of consumers' WTP for food products, the development of the WTP concept has inspired research such as measurement in shops' online auctions or products with quality labels (Wertenbroch & Skiera, 2002). In Poland, it is still a concept whose scientific development has been limited but one which has been gaining in popularity in recent years (Olewnik-Mikołajewska et al, 2016;Kaczorowska et al, 2018).…”