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Bonn (dpa) - According to a recent survey, more than two thirds of consumers in Germany are willing to pay more money for meat and milk if this helps farmers, the environment or animals.
That is the result of a representative survey published on Tuesday by the management consultancy Simon-Kucher & Partners.
A good 70 percent of those surveyed believed that a 20 percent markup on minced meat would be appropriate if 100 percent of the price increase were passed on to the farmers.
Half of the consumers still considered a price premium of 25 percent on milk to be acceptable.
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A prerequisite for willingness to pay more, however, is that the price premium serves the benefit of the farmer, the animals or the environment, according to the study.
According to the survey, the willingness to pay was greatest when the money went to the animals.
But even if it benefited the farmers or the environment, the willingness to pay was hardly less.
"This shows that, contrary to the high price sensitivity in Germany, there is great acceptance for ecologically motivated price increases for food and especially for meat across all income groups," said Tim Brzoska from Simon-Kucher.
The management consultants emphasized that this is a good opportunity for the food trade to distinguish itself from the competition and to win new customers.
Because around 60 percent of those questioned said they would prefer a grocery retailer who charges higher prices but passes this extra charge on to the farmers.
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However, according to the Simon Kucher retail expert Tobias Hadinoto, retailers should still have cheaper offers on offer.
Because the results of the study showed that consumer acceptance of higher food prices was high on average.
"But there are always customer groups who continue to rely on low prices."
© dpa-infocom, dpa: 210126-99-169904 / 2