Consumer attitudes towards and willingness to pay for NZ food attributes in the UK, China and India and the impact on NZ producer returns

Abstract

This study examined consumer attitudes towards food attributes and origins, alongside consumer’s willingness to pay (WTP) for food certified for these attributes in China, India and the UK. The study used surveys including a choice experiment undertaken in each country. The economic impact of the WTP for food certification in each of these countries on New Zealand was also assessed using a partial equilibrium trade model. Results showed environmental, social and basic attributes in food products were valued positively by consumers in all countries, with WTP up to 77 per cent extra for food products certified for various attributes.