Put your money where your mouth is: How do eco-labels and the perception of sustainability affect the value of a tomato?
Hur påverkar miljömärkning och uppfattningen om hållbarhet värdet på en tomat?
This study attempts to estimate willingness to pay for organic tomatoes according to university students in Gothenburg, Sweden. Previous research on the willingness to pay for ECO-labeled grocery products has been conducted. However, this research has either only been conducted on other individual goods or in other parts of the world. Tomatoes are a frequently bought grocery item available everywhere and they are not excluded in any of the most common diets. Using the van Westendorp Price Sensitivity Meter, we conducted a survey to try and measure what an acceptable price range is for organic tomatoes among university students. We find that students are willing to pay a small premium for organic tomatoes, but that the current market premium is far too high for our sample to be willing to consider buying organic tomatoes instead of unlabeled tomatoes.