Preferences of Scotch malt whisky consumers for changes in pesticide use and origin of barley

摘要: Abstract In a case study related to Scotch malt whisky production, this analyses consumers’ perceptions and preferences regarding two aspects that have emerged in the debate on sustainable production consumption, environmentally responsible food choice, namely (i) use of pesticides agriculture, (ii) provenance ingredients. We carried out choice experiment investigate estimate Willingness Pay consumers for pesticide restrictions potential impact one its essential ingredients, barley. Using latent class models, we find about half respondents are non-demanders with respect both attributes, only third sample population willing pay further restrictions. Demand more is therefore limited, indicating whisky, not likely be key driving production. With barley provenance, being able claim 100% Scottish product could plausible commercial option some producers pursue competitive market. Methodologically, scale-adjusted model proved successful uncovering preference heterogeneity sources, including analysis accounting differences scale amongst respondents.