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Understanding U.S. Consumer Demand for Milk Production Attributes

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  • Wolf, Christopher A.
  • Tonsor, Glynn T.
  • Olynk, Nicole J.

Abstract

A choice experiment was used to examine the value of various fluid milk attributes. Respondents were surveyed regarding half or whole gallon milk purchases. A split-sample design was used to examine consumer inferences regarding food safety. Willingness to pay for verification of production process attributes varied across attributes and verifying entity. Consumers were generally willing to pay substantial premiums for milk produced without the use of rbST, on local family farms, with assured food safety enhancement, and for these claims to be verified by the U.S. Department of Agriculture.

Suggested Citation

  • Wolf, Christopher A. & Tonsor, Glynn T. & Olynk, Nicole J., 2011. "Understanding U.S. Consumer Demand for Milk Production Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(2), pages 1-17.
    • Handle: RePEc:ags:jlaare:117186
    DOI: 10.22004/ag.econ.117186
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    References listed on IDEAS

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    Cited by:

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    3. Mtimet, Nadhem & Walke, Maria & Baker, Derek & Lindahl, Johanna & Hartmann, Monika & Grace, Delia, 2015. "Kenyan Awareness of Aflatoxin: An Analysis of Processed Milk Consumers," 2015 Conference, August 9-14, 2015, Milan, Italy 212504, International Association of Agricultural Economists.
    4. Schott, Lenna & Bernard, John, 2015. "Comparing Consumer's WIllingness to Pay for Conventional, Non-Certified Organic and Organic Milk from Small and Large Farms," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-20, November.
    5. Gramig, Benjamin M. & Widmar, Nicole J.O., 2015. "Estimating Farmers' Willingness to Change Tillage Practices to Supply Carbon Emissions Offsets," 89th Annual Conference, April 13-15, 2015, Warwick University, Coventry, UK 204203, Agricultural Economics Society.
    6. Wolf, Christopher A. & Tonsor, Glynn T., 2017. "Cow Welfare in the U.S. Dairy Industry: Willingness-to-Pay and Willingness-to-Supply," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 42(2), May.
    7. McKendree, Melissa G.S. & Olynk Widmar, Nicole & Ortega, David L. & Foster, Kenneth A., 2013. "Consumer Preferences for Verified Pork-Rearing Practices in the Production of Ham Products," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(3), pages 1-21.
    8. Santeramo, Fabio Gaetano & Lamonaca, Emilia, 2020. "Objective risk and subjective risk: The role of information in food supply chains," MPRA Paper 104515, University Library of Munich, Germany.
    9. Kaminski, Danielle M. & Caputo, Vincenzina & McKendree, Melissa G.S., . "The US Public’s Attitudes on Animal and Worker Welfare in the Dairy and Poultry Industries," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 49(1).
    10. DeLong, Karen L. & Jensen, Kimberly L. & Upendram, Sreedhar & Eckelkamp, Elizabeth, . "Consumer Preferences for Tennessee Milk," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).
    11. Jones, Michael S. & House, Lisa A. & Gao, Zhifeng, 2015. "Attribute Non-Attendance and Satisficing Behavior in Online Choice Experiments," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206252, International European Forum on System Dynamics and Innovation in Food Networks.

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