Julia Winterstein

Julia is a master student (M.Sc.) in business with a specialization in market-oriented management at the Ingolstadt School of Management (WFI) in southern Germany. In addition to her studies, she gained practical experiences in Marketing and Business Development. In her master thesis, Julia focuses on sustainable consumption and uses green food as an application object.

Purpose – The paper measures the willingness to pay for green food, thereby inquiring how labeling (‘organic’ and ‘local’) influences the purchase decision.

Findings – Consumers value local food from their federal state most, thereby accepting a price premium of no less than 200%. The label moderates the influence of organic production conditions on price acceptance. A positive attitude towards green food reduces the price elasticity by more than half.

Practical implications – Producers and marketers should focus on local and local organic food. Advertising should be aimed at people who are female, over 30 years old, from rural areas, and slightly less educated. Marketing strategies should include information campaigns and local organic labels.

Social implications – Consumers prefer vegetables and fruits from local cultivation and organic farming that are low in price.

Originality/value – The paper provides evidence on the preference of local over organic food and suggests a significantly higher willingness to pay for green food than previous literature.

For her analysis, Julia used the Choice-Based Conjoint Analysis (CBC) of Lighthouse Studio, provided by Sawtooth Software, Inc.

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