Preliminary Results to Identifying the Opportunities of the Organic Sheep Dairy Sector in Romania

Abstract

The organic sheep number raised in Romania is currently relatively low, namely 0.85% of the total sheep number at national level. The development of sheep breeding sector in organic system is very heavily influenced by economical factors, but also consumers’ demand for organic products. The goal of the research was to analyze consumer behavior vis-à-vis of organic dairy products derived from sheep, in order to support the decisions that may be taken to develop the sector. Data were collected through telephone interviews using a questionnaire. Interviews were conducted between September-December 2016. 180 respondents were surveyed in total, who answered a questionnaire which included 23 questions. This study revealed that approximately one quarter of respondents have never consumed organic dairy products, while 60% of respondents say they did. Organic cheese is considered to be more expensive when compared to conventionally produced cheese, about 97% of the respondents, while 82% of respondents believe that higher prices are justified. Willingness to pay a higher price for organic products from sheep's milk is very different. Around 13% of respondents are not willing to pay an additional fee for cheese produced in organic system. However, about 2% were willing to pay an additional fee up to 60% more, comparing to conventional cheese products. 38% of respondents are willing to pay the additional price of up to 10%, and 23% of interviewed people are ready to pay an additional charge of 20% of the dairy products obtained by conventional methods.

Keywords

• cheese
• dairy production
• milk
• sheep