Willingness to pay for a local food label for lamb meat in Spain
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The aim of the paper is to assess consumers’ willingness to pay (WTP) for a
local food produced in a less-favoured area in the Aragon region (Spain). In particular,
we examine whether consumers value lamb meat products (lamb and suckling lamb)
labelled as “Ojinegra from Teruel”, traditionally produced in these area. We use a nonhypothetical
experimental auction to elicit Spanish consumers’ WTP for “Ojinegra from
Teruel” labelled lamb products. Results show that consumers are willing to pay a positive
premium for a lamb and suckling lamb labelled as “Ojinegra from Teruel”.