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Re: seals of quality
Elizabeth A. Skinner wrote:
>
> Dear Saneters,
>
> Several months ago I posted queries on ecolabeling and
> I thank everyone for their feedback.
>
> Now, I have another specific research query. I will
> be doing a survey of NE consumers on their awareness of
> and willingness to pay for products with the Vt Seal
> of Quality and Vt Makes it Special labels.
>
> Along with that, I'd like to measure how consumers are
> handling the proliferation of labels: quality, organic,
> eco, fairtrade, etc.
>
> I am aware of several studies on consumer preferences for
> organic, etc., but would like to know if there is any research
> on how consumers cope with a range of labels and preferences
> for each. I'd also like to hear about research specifically
> on seals of quality.
>
> Thank you very much for your thoughts.
>
> Sincerely,
>
> Elizabeth Skinner
>
> Elizabeth Skinner
> Community Development and Applied Economics (CDAE)
> University of Vermont
> 4c Morrill Hall
> Burlington, VT 05405
> 802/656-1018
> eskinner@zoo.uvm.edu
We have recently launched a "local" non rbST milk line and the consumer
is reponding both to the local and the rbST. The local part is Western
Massachusets, farms and farm families that can be seen and heard, and
open space that people see every day. Price is on an average 10-15c
higher than comparable brands,except when they indulge in price cutting.
Comsumers have lost faith in regulating agencies, especially with rbSt,
but seem to find re-assurance with a more local seal. Our Farmers were
cheered in a local parade for there courage and quality of their product.
We do have expensive research on consumers willingness to pay higher
price for different products, which can be shared, but experience shows
that, in MA at least, loyalty to a State is not as high as loyalty to a
smaller region. Perhaps the answer is to regionalise the marketing even
further.
Ed Maltby
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