SEAL OF CERTIFICATION OF ORGANIC PRODUCTS: DOES THE CONSUMER CARE?

Authors

  • Juliana Sales Silva Universidade Federal de Viçosa
  • Vicente Francisco Sales Melo Universidade Federal de Pernambuco
  • Sônia Rebouças da Silva Melo Universidade Federal de Pernambuco

DOI:

https://doi.org/10.14210/alcance.v23n4(Out-Dez).p513-528

Keywords:

Organic product. Almost experiment. Contingent Valuation Method.

Abstract

The aim of this study is to determine how the presence of a seal of organic certification on packs of organic products is related to the evaluation, purchase intention and willingness to pay more for these products by consumers. A quasi-experiment was conducted, using the contingent valuation method (MAC), by estimating the logit econometric model. The results indicated that the seal enhances the value organic products, as consumers tend to evaluate the product more positively when the seal is present. Moreover, more of the 80% of the respondents are willing to pay an additional 5% for products that have this seal of organic certification. However, as the price increases, the predisposition to pay more, decreases.

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Published

2017-02-24

Issue

Vol. 23 No. 4(Out-Dez) (2016)

Section

Article

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