Consumers' preferences for a local food product: a real choice experiment

This paper analyses consumers' preferences for a local food in Spain and assesses their willingness to pay (WTP) using a real choice experiment to mitigate possible hypothetical bias. In particular, preferences for fresh lamb meat were investigated and two attributes evaluated, locally grown and the type of lamb meat. Data came from an experiment conducted in Spain during 2009. An error component random Parameter model with correlated errors was used to estimate the effect of the attributes on consumers' utility and derive their WTP. Results suggest that consumers positively value both attributes and are willing to pay a premium of 9 % price increase for the locally grown lamb meat (Ojinegra from Teruel) and 13 % price increase for the Ternasco lamb meat. If we assume a market where only Ternasco lamb meat without indication of the local origin is sold, and then a new Ternasco lamb is introduced in the market with the Ojinegra from Teruel label, this new local lamb meat would capture 18 % of the market if the package is assumed to be sold at 3.5 and a 10 % market share if the package is assumed to be sold at 4 .