Analysis of spanish consumers’ preferences for socio-environmentally produced honey vs. Fair trade honey

Abstract

In recent decades there has been a notable increase in consumer awareness towards quality foods produced in a socio-environmentally responsible manner. The agri-food sector presents one of the largest markets in terms of this type of ethical-sustainable production, such as Fair Trade, and this opens up new opportunities for producers through other systems such as socially and environmentally responsible production. The objective of this work is to analyse the determinants of Fair Trade food consumption, as well as the willingness to buy socially and environmentally responsible food for the population of Extremadura (Spain). For this purpose, a questionnaire was applied to a representative sample (n = 461) of the Extremadura population in terms of age and sex. The empirical analysis consisted of a Conjoint Analysis in order to determine the preferences for both types of product and a subsequent probit model to determine which factors influence the probability of consumption/willingness to consume. The results show that consumers prefer the two types of responsibly produced food to the conventional one. Likewise, the profile of the individual who has a greater probability of consuming fair trade food is a woman, with prior knowledge about Fair Trade and with sensitivity towards labor and environmental problems. Finally, women, the highest incomes, and consumers who are sensitized and who are consumers of Fair Trade, are the main characteristics that positively influence the willingness to consume socially and environmentally responsible foodstuffs.