Organic and Local Food Consumption: A Matter of Age? Empirical Evidence from the German Market
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Abstract
Given the varied experiences and preferences in the course of different people’s lives, demographic factors could be an important factor in explaining consumer behaviour. In the literature, however, there is no common view concerning its capacity as a predictor of demand for organic products. Therefore, this article analyzes the willingness of consumers to pay for organic and local food depending on their age. Focusing on the product attributes of ‘Region of Origin,’ ‘Production Condition,’ and ‘Price’, it utilizes a choice-based conjoint analysis to assess the responses of 325 respondents from different age groups in Germany. A general preference for local as well as organic food was noted among all age groups. Thereby, slightly more people over or equal to 30 years perceived the (local) region of origin as well as organic production conditions as important. Younger people also seemed more price sensitive. Choice simulations, however, identified only minimal deviations in the WTP - indicating almost no differences among the age groups. Managerial implications for appropriate marketing and subsidy policy are deduced.
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