Consumer Willingness-To-Pay for Different Organic Certification Logos in Turkey

Using data from focus group discussions with consumers and a choice experiment conducted in some of Turkey’s major cities, this study investigates whether Turkish consumers prefer certain organic labelling schemes over others attempts and to elicit their willingness to pay (WTP) for different organic certification logos. Although the level of awareness regarding organic certification logos was low, consumers’ perceptions of the logos were generally positive. The results of the random parameter logit models indicated a positive WTP for the presence of one of the three tested certification body logos in addition to the mandatory governmental logo. Given the low level of certification logo awareness, the conclusion is that both purchasing decisions and perceptions regarding logos were affected by subjective criteria. Both the government and certification bodies should develop measures to increase consumer awareness of their logos and form consumer perceptions and attitudes regarding the quality of the certification implied by the logo.