Consumer Information and Willingness to Pay an Additional Price for Food Safety of Dairy Products
Consumer Information and Willingness to Pay an Additional Price for Food Safety of Dairy Products

Summary/Abstract: Due to food safety incidents around the world, a number of research projects have found growing willingness to pay (WTP) premium price for additional safety of food products. However, this depends on the amount of information consumers have regarding food safety. The objective of this paper is to assess the level of information consumers have on the safety of dairy products in Kosovo and the impact of information on the consumers’ willingness to pay premium price for dairy products if they are certified with food safety standards. The results come from a survey conducted with 303 customers of Viva Fresh supermarket chain store, who were interviewed at the time of purchase in the supermarket. Descriptive statistics shows lack of knowledge of food safety; only 15% of respondents are aware of ISO9001 standard, 7% are aware of HACCP and only 10.2% of respondents can make a difference between the concepts of food quality and safety. With regard to information 66.3% of respondents have heard of food safety problems while 47.33% have heard through the media. Using a logistic regression model, the research found that consumers who have heard about the problems of food safety (p = 0.049) and those who are aware of the ISO 9001 (p = 0.002) are more likely to have a positive attitude towards WTP.

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