Explaining the relationship between product authenticity and consumers’ willingness to pay: what is the role of product traceability?
Marketing 2021
Explaining the relationship between product authenticity and consumers’ willingness to pay: what is the role of product traceability?
Veronica Marozzo, Alfonso Vargas-Sánchez, Tindara Abbate, Augusto D’amicoThis study aims to explore the role assumed by product traceability on the relationship between product authenticity and consumer’s willingness to pay (WTP) for agri-food products, specifically for organic olive oil. Traceability is observed as a crucial factor in the agri-food sector, by preventing deliberate or accidental mislabeling (i.e., adulterations, frauds, scandals).
#Organic olive oil product #product authenticity #Product Traceability #Spain #Willingness to pay