A study of consumers'' preferences for milk labels

• Main Authors: Cheng-Ya Cheng, 鄭丞雅
• Other Authors: Yun-Ju Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71076676219918141434

碩士 === 國立中興大學 === 應用經濟學系所 === 104 === The objective of this study is to investigate consumers’ preferences for brands and production labels of milk. The attributes of milk product, selected in this research, include brand, traceability label, organic label, animal welfare label ,and eco-friendly label. The questionnaire includes a choice experiment design to elicit consumers’ preferences and their willingness to pay for each attribute for the milk product, and network platform was used to distribute the questionnaire. The multinomial logit model was used to estimate the data from the 400 valid questionnaire. The empirical results showed that organic label had the highest marginal WTP, which is 91.12NT.dollars, and the WTP of eco-friendly label is the second, which is 61.36NT.dollars. The empirical results also showed that respondents would not pay premium for own brand milk product. Besides, the marginal WTP of traceability label, organic label and eco-friendly label were positive no matter respondent’s income status and experience of traceability product purchasing. Respondents with high income and experience of traceability product purchasing, have the highest WTP in traceability label, organic label, and eco-friendly label among all groups. Keywords: Milk; Choice Experiment; multinomial logit model; Willingness to pay