Assessing consumer preferences and willingness to pay for NZ food attributes in China, India and the UK

Abstract

Understanding international consumer preferences and attitudes towards food is important in maximizing the value of food exports. This study aims at assessing these preferences and attitudes towards a number of food attributes, alongside consumer’s willingness to pay (WTP) for food certified for these attributes. These attributes include basic attributes such as price and quality, but also extend to environmental and social attributes such as recyclability and animal welfare. The study focuses on China, India and the UK, being three important export markets for New Zealand’s food exports, and the global impact of the WTP for each of these countries has been modelled using the Lincoln Trade and Environment Model (LTEM). Method: Surveys of consumers in each country, stratified by social class or income. Modelled trade and production from the various WTP’s from the LTEM. Results: This study found that consumers valued the attributes positively and were willing to pay up to 10 per cent extra for certified food products. In many cases India and China valued attributes more than in the UK especially environmental quality, animal welfare and recyclable attributes. The LTEM showed the impact on New Zealand and EU (European Union-27) producer returns was significant.