Some like it organic, some like it purple and some like it ancient: Consumer preferences and WTP for value-added attributes in whole grain bread
The German bread market is considered one of the most developed and diverse bread markets worldwide. However, until so far no empirical evidence exists with respect to consumers liking and willingness to pay for different value-added attributes in whole grain bread. Thus, our study is the first one providingempirical evidence on how German consumers perceive different value-added attributes in whoThe German bread market is considered one of the most developed and diverse bread markets worldwide. However, until so far no empirical evidence exists with respect to consumers liking and willingness to pay for different value-added attributes in whole grain bread. Thus, our study is the first one providing empirical evidence on how German consumers perceive different value-added attributes in wh