A survey on willingness-to-pay for food quality and safety cues on packaging of meat: a case of Poland

Abstract

Since meat is an important source of protein needed for human development across the world, responsible production and consumption of meat products with a food quality and safety scheme label is one potential option to maintain social, economic and environmental sustainability. The implementation of this option depends on high willingness-to-pay (WTP) for certified safe foods among citizens. The overarching aim of the study is to examine WTP for national food quality and safety cues on the packaging of meat products. Using a questionnaire on-line survey of 1000 individuals, this study examines relationships between demographic variables and WTP for certified meat products. Relatively younger and higher-income consumers living in households composed of 4 and more members, which are the decision-makers of the future, are most willing to pay a premium price for guaranteed quality meat products. The strongest predictor of WTP for certified quality meat is the number of household members which can be related to children raising and care. A choice of guaranteed quality meat products is putting into practice ‘‘less but better’’ meat approach which tackle sustainable challenges of meat production and consumption regarding issues related to animal welfare, human health and environment.