Rijn, Femke van (2023) The price of values: Exploring the effects of biospheric, altruistic, egoistic and hedonic values on price premiums for local food products. Master thesis, Psychology.
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Master Thesis Femke van Rijn S3198634 The Price of Values.pdf Download (923kB) | Preview |
Abstract
Shortening the food supply chain can reduce its negative effects on the environment. Consumption of local food products is associated with less transport emissions, waste and energy use. However, it is challenging to encourage consumers to purchase these products since they are often in higher price segments. This study investigated how the promotion of biospheric, altruistic, egoistic or hedonic values on a webshop can contribute to an increase in consumers’ willingness to pay a higher price for local food products compared to "conventional" products (price premium). An experiment was conducted where Dutch participants (N = 261) were randomly assigned to one of five conditions emphasizing one of the four values or the control condition, and price premiums were measured afterwards. Results showed no significant differences between exposure to any of the values and the control group, and there was no significant difference between exposure to self-transcendent values and self-enhancement values. In general, participants displayed willingness to pay a higher amount for animal-based products compared to plant-based products, although the price premium for animal-based products was relatively lower percentage wise. Exploratory analyses revealed that vegans and vegetarians had higher price premiums than meat eaters. The study’s conclusions indicate that presenting values in this manner does not lead to significantly different price premiums, but there is an effect for product type and dietary preference. Explanations and implications of the results are discussed. The findings suggest the need for further exploration of factors influencing consumers’ behavior in the context of purchasing local products.
| Item Type: | Thesis (Master) |
|---|---|
| Supervisor name: | Blerck, T. van |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 01 Aug 2023 09:43 |
| Last Modified: | 01 Aug 2023 09:43 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2701 |
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