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Approximately 200 million people, mainly concentrated in rural areas of the Great East African Rift Valley, suffer from fluorosis caused by excess of fluoride naturally contained in water. This study employs the RANAS (Risk, Attitude, Norm, Ability, Self-regulation) model to understand how behavioural factors influence Tanzanian rural communities’ willingness to pay for fluoride-free water obtained from a new defluoridator device. Results show that perceived risk, knowledge, attitudes and descriptive norms significantly influence the adoption of the proposed healthy behaviour. Policy implications are discussed taking into account how rural communities could achieve equitable and affordable access to safe water.

In this paper, we generalize existing approaches to the treatment of stated attribute non-attendance data in discrete choice experiments by allowing attribute specific impacts. We implement this approach by employing an extended hierarchical Bayes logit model specification. To illustrate this approach, we consider data collected to examine Indian consumers' preferences for traditional aromatic rice varieties. Our results regarding stated attribute non-attendance reveal that our new approach shrinks marginal utilities of non-attenders substantially compared to stated attenders, with significant differences in the shrinkage between some of the attributes. In addition, our results reveal the way in which non-attendance of attributes interact with each other and the impact that this has on the distribution of willingness to pay estimates.

Organic and low-input food systems are emerging worldwide in answer to the sustainability crisis of the conventional agri-food sector. “Alternative” systems are based on local, decentralized approaches to production and processing, regarding quality and health, and short supply-chains for products with strong local identities. Diversity is deeply embedded in these food systems, from the agrobiodiversity grown in farmers’ fields, which improves resilience and adaptation, to diverse approaches, contexts and actors in food manufacturing and marketing. Diversity thus becomes a cross-sectoral issue which acknowledges consumers’ demand for healthy products. In the framework of the European project “CERERE, CEreal REnaissance in Rural Europe: embedding diversity in organic and low-input food systems”, the paper aims at reviewing recent research on alternative and sustainable food systems by adopting an innovative and participatory multi-actor approach; this has involved ten practitioners and twenty-two researchers from across Europe and a variety of technical backgrounds in the paper and analysis stages. The participatory approach is the main innovation and distinctive feature of this literature review. Partners selected indeed what they perceived as most relevant in order to facilitate a transition towards more sustainable and diversity based cereal systems and food chains. This includes issues related to alternative food networks, formal and informal institutional settings, grass root initiatives, consumer involvement and, finally, knowledge exchange and sustainability. The review provides an overview of recent research that is relevant to CERERE partners as well as to anyone interested in alternative and sustainable food systems. The main objective of this paper was indeed to present a narrative of studies, which can form the foundation for future applied research to promote alternative methods of cereal production in Europe.

Organic and low-input food systems are emerging worldwide in answer to the sustainability crisis of the conventional agri-food sector. “Alternative” systems are based on local, decentralized approaches to production and processing, regarding quality and health, and short supply-chains for products with strong local identities. Diversity is deeply embedded in these food systems, from the agrobiodiversity grown in farmers’ fields, which improves resilience and adaptation, to diverse approaches, contexts and actors in food manufacturing and marketing. Diversity thus becomes a cross-sectoral issue which acknowledges consumers’ demand for healthy products. In the framework of the European project “CERERE, CEreal REnaissance in Rural Europe: embedding diversity in organic and low-input food systems”, the paper aims at reviewing recent research on alternative and sustainable food systems by adopting an innovative and participatory multi-actor approach; this has involved ten practitioners and twenty-two researchers from across Europe and a variety of technical backgrounds in the paper and analysis stages. The participatory approach is the main innovation and distinctive feature of this literature review. Partners selected indeed what they perceived as most relevant in order to facilitate a transition towards more sustainable and diversity based cereal systems and food chains. This includes issues related to alternative food networks, formal and informal institutional settings, grass root initiatives, consumer involvement and, finally, knowledge exchange and sustainability. The review provides an overview of recent research that is relevant to CERERE partners as well as to anyone interested in alternative and sustainable food systems. The main objective of this paper was indeed to present a narrative of studies, which can form the foundation for future applied research to promote alternative methods of cereal production in Europe.

This study aims to explore consumer acceptance of a new functional fish burger using a qualitative approach based on four focus group discussions conducted in selected major Italian cities. Results show that the development of functional fish products may bypass fish consumption barriers, combining convenience and health benefits delivered by functional ingredients. The acceptance of new functional fish products seems to be influenced positively by the enrichment of functional ingredients naturally present in fish, particularly omega-3 fatty acids. Consumer acceptance of this new product is also influenced by the use of different nutritional and health claims. Implications for marketers and policy makers and insights for further research are discussed in the conclusions.

Lack of consumer trust and communication strategies are probably the main determinants of information failure in modern food markets. This study attempts to tackle these aspects affecting the quality of food information by investigating questions related to what topics are more relevant to consumers, who should disseminate trustful food information, and how communication should be conveyed. Primary data were collected both through qualitative (in depth interviews and focus groups) and quantitative research. Quantitative research was conducted by means of a questionnaire administered in 2006-2007 to a sample of Italian respondents using both a web and a traditional mail survey. Reading preferences, willingness to pay and trust towards public and private sources conveying information through a hypothetical food magazine were assessed combining factor analysis, choice modelling and a criterion-based market segmentation. The study shows that reading preferences of Italian consumers can be summarized along three dimensions: agro-food system, enjoyment and wellness. Furthermore, willingness to pay for receiving food-related information is influenced by trust towards the type of publisher, which plays also a key role in market segmentation together with socio-demographic and economic variables such as gender, age, presence of children and income. Policy implications of these findings are discussed.

Globalization, either directly or indirectly (e.g. through structural adjustment reforms), has called for profound changes in the previously existing institutional order. Some changes adversely impacted the production and market environment of many coffee producers in developing countries resulting in more risky and less remunerative coffee transactions. This paper focuses on customization of a tropical commodity, fair-trade coffee, as an approach to mitigating the effects of worsened market conditions for small-scale coffee producers in less developed countries. fair-trade labeling is viewed as a form of “de-commodification” of coffee through product differentiation on ethical grounds. This is significant not only as a solution to the market failure caused by pervasive information asymmetries along the supply chain, but also as a means of revitalizing the agricultural-commodity-based trade of less developed countries (LDCs) that has been languishing under globalization. More specifically, fair-trade is an example of how the same strategy adopted by developed countries’ producers/ processors (i.e. the sequence product differentiation - institutional certification - advertisement) can be used by LDC producers to increase the reputation content of their outputs by transforming them from mere commodities into “decommodified” (i.e. customized and more reputed) goods. The resulting segmentation of the world coffee market makes possible to meet the demand by consumers with preference for this “(ethically) customized” coffee and to transfer a share of the accruing economic rents backward to the Fair-trade coffee producers in LDCs. It should however be stressed that this outcome cannot be taken for granted since investments are needed to promote the required institutional innovations. In Italy FTC is a niche market with very few private brands selling this product. However, an increase of FTC market share could be a big commercial opportunity for farmers in LDCs and other economic agents involved along the international coffee chain. Hence, this research explores consumers’ knowledge of labels promoting quality products, consumption coffee habits, brand loyalty, willingness to pay and market segmentation according to the heterogeneity of preferences for coffee products. The latter was assessed developing a D-efficient design where stimuli refinement was tested during two focus groups.

This article critically reflects on the widely held view of a causal chain with trust in public authorities impacting technology acceptance via perceived risk. It first puts forward conceptual reason against this view, as the presence of risk is a precondition for trust playing a role in decision making. Second, results from consumer surveys in Italy and Germany are presented that support the associationist model as counter hypothesis. In that view, trust and risk judgments are driven by and thus simply indicators of higher order attitudes toward a certain technology which determine acceptance instead. The implications of these findings are discussed.

Producing according to enhanced farm animal welfare (FAW) standards increases costs along the livestock value chain, especially for monitoring certified animal friendly products. In the choice between public or private bodies for carrying out and monitoring certification, consumer preferences and trust play a role. We explore this issue by applying logit analysis involving socio-economic and psychometric variables to survey data from Italy. Results identify marked consumer preferences for public bodies and trust in stakeholders a key determinant.

This article is a response to an article in the same issue by Franz Pochacker regarding quality and intrepretation

Based on a combined internet and mail survey in Germany the independence of indicators of trust in public authorities from indicators of attitudes toward genetically modified food is tested. Despite evidence of a link between trust indicators on the one hand and evaluation of benefits and perceived likelihoods of risks, correlation with other factors is found to be moderate on average. But the trust indicators exhibit only a moderate relation with the respondents' preference for either sole public control or a cooperation of public and private bodies in the monitoring of GM food distribution. Instead, age and location in either the New or the Old Lander are found to be significantly related with such preferences.

L’obiettivo del presente studio è stato esplorare la percezione dei benefici di tipo pubblico e privato relativamente alla frutta proveniente da coltivazioni biologiche dei cittadini dell'area urbana di Bologna e la conseguente disponibilità a pagare (DAP) sia per una tassa che prevedesse l’abolizione dell’uso dei fitofarmaci di sintesi, sia per un premium price per il prodotto biologico. Per raggiungere l’obiettivo è stata realizzata un’indagine a mezzo questionario condotta presso alcune insegne della grande distribuzione (GD) e via Internet. I risultati provenienti dalle stime econometriche evidenziano che i consumatori intervistati risultano sensibili alle problematiche esplorate nel presente lavoro e che la DAP è rilevabile in larga parte del campione. In particolare, si rileva però che il premio di prezzo che il consumatore è disposto a pagare è in molti casi inferiore al differenziale presente sul mercato, per cui si valuta che esista ancora un consistente potenziale di crescita del mercato in caso di riduzione di tale differenziale.

L'articolo contiene una review ragionata dei principali contributi presentati all'undicesimo convegno della European Association of Agricultural Economists. La trattazione è divisa per argomenti evidenzia innovazioni, problemi e prospettive di ricerca.