L. Martínez-Carrasco, M. Brugarolas-Mollá,
A. Martínez-Poveda, J.J. Ruiz-Martínez y S. García-Martínez
Issue:
111-1 (56-72)
Topic:
Agricultural Economics
Keywords:
Contingent valuation, willingness to pay, local food, traditional varieties.
Summary:
An alternative to the increasing food globalization is the growing of local varieties and its commercialization
through short marketing channels or local markets. However, many of the traditional agricultural
varieties suffer from various problems of vulnerability to illness and lower productivity that make
them less attractive to farmers. The breeding of these varieties by backcrossing and natural selection
allows for improved varieties that address these production problems, but finally they have to be accepted
by consumers. In this work we analyze the consumer acceptance of two traditional tomato varieties
genetically improved by analyzing the willingness to pay for them in comparison with their counterparts
which are not genetically improved. We use the contingent valuation method to estimate the
willingness to pay. The results indicate the existence of a potential consumer of these varieties who
would pay for them at least its reference price. The willingness to pay for these varieties increases significantly
when its origin is emphasized and when they are organically grown, so these are two strategies
to be considered for marketing.
Esta web usa cookies para ofrecer sus servicios. Al seguir navegando en la web acepta el uso que se hace de las cookies. Pulse aceptar para dejar de ver el mensaje. Más información sobre Cookies