A recent study set out to examine how people's knowledge about the Karoo and Karoo Lamb influences their willingness to pay a premium for Karoo Lamb shows that the more people know (or being informed) about the Karoo and its prestigious lamb products, the more they are willing to pay its well-deserved premium.
In South Africa, Karoo Lamb is a prestigious product associated with free-range production. This study examined the influence of subjective and objective Karoo Lamb knowledge, the importance of label information, and demographics on consumers’ willingness to pay a premium for Karoo Lamb products. A panel of 355 consumers who had previously purchased lamb/mutton products completed an online questionnaire. The importance of Karoo Lamb label information, subjective Karoo Lamb knowledge and population group had a significant positive impact on willingness to pay a premium for Karoo Lamb. Objective Karoo Lamb knowledge and other demographics did not have a significant impact.
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