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Preferences for Farmstead, Artisan, and Other Cheese Attributes: Evidence from a Conjoint Study in the Northeast United States

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  • Wang, Qingbin
  • Thompson, Ethan
  • Parsons, Robert

Abstract

While many small American dairy farms are struggling to stay in business due to fluctuating milk prices and rising production costs, value-added products such as cheese may help to boost revenue and diversify production practices. This study assesses consumer preferences and willingness to pay (WTP) for selected cheese attributes (farmstead, artisan, organic, local, and use of renewable energy in cheese production) through a conjoint survey conducted in Vermont, Manhattan, and Boston. Survey participants were found to segment into two groups: a quality-seeking group that displays strong preferences and a significant WTP of 15% to 25% more for each of the quality attributes, and a price-sensitive group with preference ratings highly determined by price. This research provides useful information to managers and marketers involved in farmstead and artisan dairy production and marketing.

Suggested Citation

  • Wang, Qingbin & Thompson, Ethan & Parsons, Robert, 2015. "Preferences for Farmstead, Artisan, and Other Cheese Attributes: Evidence from a Conjoint Study in the Northeast United States," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(2), pages 1-20, May.
    • Handle: RePEc:ags:ifaamr:204134
    DOI: 10.22004/ag.econ.204134
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    File URL: https://ageconsearch.umn.edu/record/204134/files/201401522.pdf
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    References listed on IDEAS

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    1. Catherine Halbrendt & Qingbin Wang & Cristina Fraiz & Linda O'Dierno, 1995. "Marketing Problems and Opportunities in Mid-Atlantic Seafood Retailing," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 77(5), pages 1313-1318.
    2. Stoker, Thomas M, 1993. "Empirical Approaches to the Problem of Aggregation Over Individuals," Journal of Economic Literature, American Economic Association, vol. 31(4), pages 1827-1874, December.
    3. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
    4. Steven Payson, 1994. "Quality Measurement in Economics," Books, Edward Elgar Publishing, number 351.
    5. MacDonald, James M. & O'Donoghue, Erik J. & McBride, William D. & Nehring, Richard F. & Sandretto, Carmen L. & Mosheim, Roberto, 2007. "Profits, Costs, and the Changing Structure of Dairy Farming," Economic Research Report 6704, United States Department of Agriculture, Economic Research Service.
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    Cited by:

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