Willingness-to-Pay for an Educational Label: The Zamorano University Brand

Lindelly A. Rajo, Michelle Segovia, Fredi Arias and Marco Palma ()

International Food and Agribusiness Management Review, 2016, vol. 19, issue 1, 14

Abstract: Using a discrete choice experiment, we analyze consumer preferences and willingness-to-pay (WTP) for milk products with differing quality attributes. In doing so, in-person surveys were administered in three retail stores located in Honduras. The main attribute analyzed was the “educational component”, which was used to indicate the participation of Zamorano University students in milk production and processing, where the revenue from the commercialization of the products is reinvested in the education of future low-income students with strong academic and professional potential. In general, consumers are willing to pay a price premium for milk products carrying the education label. Moreover, respondents preferred natural milk with low-fat content. Consumers also expressed price premiums for bottled milk products and a medium shelf life compared to milk packaged in plastic bags or shelf life longer than sixteen days, perhaps because of a perception of lack of freshness.

Keywords: Agricultural Finance; Community/Rural/Urban Development; Consumer/Household Economics; Crop Production/Industries; Demand and Price Analysis; Farm Management; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Land Economics/Use; Livestock Production/Industries; Production Economics; Productivity Analysis (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/230836/files/620150005.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:230836

DOI: 10.22004/ag.econ.230836

Access Statistics for this article

More articles in International Food and Agribusiness Management Review from International Food and Agribusiness Management Association Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().