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Consumers' willingness-to-pay a premium for 'sustainable' food attributes in North America in 2014

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'Sustainable' food attributes: consumers willingness-to-pay North America 2014 This statistic shows the results of a survey conducted by Nielsen from August 13 to September 5, 2014. Internet users in North America were asked which 'sustainable' food attributes they are willing to pay a premium price for. About 19 percent of North Americans stated they would pay a premium price for foods with ingredients that were sourced sustainably/fair trade.
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Share of respondents*
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Share of respondents*
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Description Source More information
This statistic shows the results of a survey conducted by Nielsen from August 13 to September 5, 2014. Internet users in North America were asked which 'sustainable' food attributes they are willing to pay a premium price for. About 19 percent of North Americans stated they would pay a premium price for foods with ingredients that were sourced sustainably/fair trade.
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Release date
January 2015
Region
North America
Survey time period
August 13 to September 5, 2014
Number of respondents
more than 30,000**
Special properties
respondents with online access
Method of interview
Online survey
Supplementary notes
* Respondents who were very willing to pay a premium for each attribute. Among those who rated attribute at least slightly important in influencing them to purchase more of a particular food/ food products.
** The Nielsen Global Health and Wellness Survey polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6 percent. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion.
The survey does not specify the age group of respondents.

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