Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 23 ISSUE 1
Written by Rezear KOLAJ, Petar BORISOV, Ekaterina ARABSKA

The developments of the last year in the consumer economy have been a tangible reality throughout Europe. These dynamics, and economic features have increased research interest on the sustainability of food consumption in Albania. Given the context and predictions the research within consumer behavior and willingness to pay (WTP) may be of interest theoretically and practically. The study objective is to provide a multidisciplinary observation through a qualitative–quantitative approach of three groups of variables, such as (a) socio–economic; (b) psychological–social; and (c) motivational and their possible effect to WTP for meat product in the markets of Tirana. Results of the used Ordered Logit model show that variables age, income, consumption, food safety and education levels are factors that impact WTP for more meat. Living labs should consider the effectiveness of multidisciplinary theories within the segment and beyond.

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