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Consumers' Willingness to Pay for Additional Information on Food Quality and Safety

By Terhi Latvala and Jukka Kola

Abstract

Most quality properties of food products can be considered as credence characteristics, quality of which cannot be inferred before the purchase, and sometimes not even after the purchase. Our objective is to assess how much consumers are willing to pay (WTP) for meat products, of which e.g. origins and production practices are known, especially with regard to safety issues. Results indicate that 59 % of Finnish consumers are willing to pay more to get information about safety and quality of beef products. Consumers are most concerned with diseases caused by food of animal origin.beef, information, credence attributes, willingness to pay, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,

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