文章基本信息

标题：Product Origin Labelling and Consumer Willingness to Pay
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作者：Deliana Yosini ; Sri Fatimah ; Charina Anne 等
期刊名称：Research Journal of Recent Sciences
电子版ISSN：2277-2502
出版年度：2014
卷号：3
页码：116-121
语种：English
出版社：International Science Community Association
摘要：Indonesia is the sixth largest mango-producing country with a production that totals to 3.5% of the worlds current mango production, indicating that its mango production has a huge commercial prospect in the future. The main problem in marketing gedong gincu mango is the lack of quality guarantee that causes consumers to be reluctantly to pay premium prices. If consumers knew exactly where the mangos come from and could be sure of its quality, they would be willing to pay the higher price. This requires an original label brand, and would encourage consumers to pay premium prices and enable farmers to make greater profits. The survey was aimed to find out how consumer response if origin labeling exist in Mango Gedong Gincu, how consumers change in buying behavior from impor fruit to mango that has origin labeling, what domonant factors of cluster consumers believing that origin labeling assures them of good and safety product, which groups of consumers were paying higher than market priceand what consumers thought about profit and loss with regard to labeling.The research was conducted from June to September 2013 and data will be analyzed by discriminant analysis. This research find out that 60 % consumers response is quality and 74 % is save for consumption if Origin Label exist in mango; the consumption change from Import fruit to local fruit in variour income, dominant of cluster consumers believing that origin label assure them of quality and food safety are income and education,WTP Consumer more than 40 % are Consumer age > 44 years.
关键词：Product development;discriminant analysis;origin region labelling;willingness to pay