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’amico

This 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