Do market prices correspond with consumer demands? Combining market valuation and consumer utility for extra virgin olive oil quality attributes in a traditional producing country

Ballco, Petjon ; Gracia, Azucena (Universidad de Zaragoza)

Resumen: The objective of this research is to examine whether there is a relationship between the value of attributes based on the market price and on consumer utilities. To address this objective, the results from a hedonic price (HP) approach are combined with the actual consumer utilities from a real choice experiment (RCE) for extra virgin olive oil (EVOO) attributes. The results indicate that the origin of production attribute positively influences consumer utility and it is also positively related to market EVOO prices. Conversely, the PDO quality certification positively influences consumer utility and willingness to pay, although it is not related to EVOO prices in the real market.

Idioma: Inglés

DOI: 10.1016/j.jretconser.2019.101999

Año: 2020

Publicado en: Journal of retailing and consumer services 53 (2020), 101999 [11 pp.]
ISSN: 0969-6989

Factor impacto JCR: 7.135 (2020)

Categ. JCR: BUSINESS rank: 32 / 153 = 0.209 (2020) - Q1 - T1

Factor impacto SCIMAGO: 1.568 - Marketing (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/FITE-2014-454A

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Econom.Sociol.Polit.Agra. (Dpto. CC.Agrar.y Medio Natural)