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Willingness to pay for organic food in Dublin

Gonzalez Olivera, Alfonso Miguel (2021) Willingness to pay for organic food in Dublin. Masters thesis, Dublin, National College of Ireland.

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The purpose of this dissertation is to analyse the attributes that influence willingness to pay for organic food in Dublin. The data analysed in this research comes from 105 people surveyed, where sociodemographic factors, current consumption habits, attributes of organic food and consumption habits influenced by the covid-19 pandemic are analysed. For the analysis of the attributes, the attributes were ranked through the conjoint analysis (CA) method and the Excel 365 regression tool was used to perform the calculations to measure the WTP of onion and organic milk.

The results show that the most appreciated attribute and that most influences the WTP is the lowest price, with slight differences according to the type of product, in the case of organic onion the attributes that most influence the WTP are price and the non-use of pesticidal chemicals and for organic milk is the price and low levels of antibiotics. According to the type of products, organic fruits and vegetables are the foods most consumed by those surveyed. On the other hand, the results also show that the Covid-19 pandemic did not positively stimulate or increase the consumption of organic food among those surveyed. Regarding consumption habits, the most consumed category of organic foods are fruits and vegetables.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Organic foods; Consumer behaviour; Willingness to pay; Dublin; Conjoint Analysis
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
D History General and Old World > DA Great Britain > Ireland > Dublin
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 04 Mar 2022 11:37
Last Modified: 04 Mar 2022 11:37

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