Willingness-to-pay for safety improvements in the German meat sector: the case of the Q&S label
通过选择实验，研究了德国消费者对肉类产品上质量安全标签的支付意愿，发现标签显著影响选择，且支付意愿因品牌而异。
This paper investigates consumers’ willingness-to-pay (WTP) for the quality assurance scheme recently introduced in the German meat sector. In particular, packaged liver sausages marked with a blue ‘quality and safety’ (Q&S label were presented to respondents in a choice experiment. Respondents had to select one product from a choice set of six brands. The empirical findings suggest that quality labelling significantly influences consumer choice behaviour and that WTP estimates vary considerably across brands. Specifically, for a Q&S label attached to a German premium brand, consumers are willing to pay €0.34 whereas WTP for the label on a less well-known product is €0.11.