The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior

Purpose The objective of the paper is to investigate impact habits and consumption behavior on willingness pay (WTP) for cider by surveying young consumers. Method analysis based a questionnaire distributed group 433 French business students from December 2017 January 2018. Specifically, designed test whether consumers would premium price or not quality ciders with respect traditional sweet similar characteristics. We are modelling that willing an organic cider, farmer rosé cider. To accommodate feature significant proportion zero negative premiums in dependent variables, Heckman two-stage estimation procedure performed. Results show generation consider as cheap, festive non-organic beverage like specifically ciders. Conclusion results this research have useful implications only market but also understanding characteristics competitive beverages may prefer value.