Abstract

In this study, we focused on estimating Austrian consumer preferences or willingness to pay for organic products using stated preference methods: choice experiment and contingent valuation. Austria is a pioneer country in organic farming, and has an advanced market for organic food products in Europe. Therefore, it is meaningful to investigate their consumer preferences for organic foods. The results of the choice experiment showed that Austrians, in particular females, have a preference and are willingness to pay a price premium for domestically-grown organic vegetables. The results of contingent valuation also showed that they have a preference and are willing to pay for organic food materials in the case of eating out, restaurants or cafe, etc.

Keywords: Organic products, stated preference methods, WTP, Austria, consumer preferences, choice experiments, contingent valuation, price premium, organice vegetables