Preiskenntnis und Zahlungsbereitschaft bei Verbrauchern vonÖko-Lebensmitteln

Many consumer surveys have shown that (high) prices describe the main purchase barrier for organic products. However, a certain knowledge of organic product prices would be a necessary precondition for such a consumer behaviour. By means of a consumer survey with an additional disguised observation we can verify that price knowledge of consumers is very small and that they do not act as price sensitive as is thought. Moreover, they are willing to pay higher prices for organic products especially when sales arguments underline eco- and socio-political benefits as reasons for higher pricing.