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Betalningsviljan för Rättvise- och Kravmärkt choklad: Ett valexperiment bland studenter
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Consumer awareness on green products is increasing. The production of cacao has been connected with poor working conditions and the use of pesticides. “Fairtrade” and “Krav” labels ensure that products are produced at fair and environmentally friendly conditions. This means a higher price. The aim of this study was to investigate the implicit price for a Fairtrade, Krav and Fairtrade&Krav labelled chocolate bar. A choice experiment with 100 students was performed. The data was analysed with a binary probit model and the implicit price was calculated subsequently. The results show a willingness to pay 18.60, 18.30 and 19.10 SEK respectively for the labelled chocolate bars. At 16 SEK, a majority (91 %) were willing to buy a labelled bar. At 20 SEK, this group was reduced (48 %). This study indicates that the price is the largest factor influencing the purchase of a labelled chocolate bar. This may be due to the fact that only students were included in the survey.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Valexperiment, betalningsvilja
URN: urn:nbn:se:ltu:diva-48122Local ID: 599e8984-6c61-4e28-ac3b-229766220c31OAI: diva2:1021461
Subject / course
Student thesis, at least 15 credits
Educational program
Economics, master's level
Validerat; 20141007 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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