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Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification

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Author Info

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

Abstract

A choice experiment was used to determine consumer value for verification of livestock production process attributes. Willingness to pay for verification of production process attributes varied for both milk and pork chops across attributes and verifying entity. Statistically significant evidence of social desirability bias was found by comparing estimates of consumer preferences solicited using direct and indirect questioning. Indirect questioning may yield more accurate representations of consumer value than direct questioning, and therefore more accurate estimates for agribusiness decision making.

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File URL: http://purl.umn.edu/93215
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Bibliographic Info

Article provided by Western Agricultural Economics Association in its journal Journal of Agricultural and Resource Economics.

Volume (Year): 35 (2010)
Issue (Month): 2 (August)
Pages:

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Handle: RePEc:ags:jlaare:93215

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Web page: http://waeaonline.org/
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Related research

Keywords: animal welfare; certification; consumer demand; credence attribute; social desirability bias; verification; willingness to pay; Food Consumption/Nutrition/Food Safety; Livestock Production/Industries;

References

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  1. Marta-Pedroso, Cristina & Freitas, Helena & Domingos, Tiago, 2007. "Testing for the survey mode effect on contingent valuation data quality: A case study of web based versus in-person interviews," Ecological Economics, Elsevier, vol. 62(3-4), pages 388-398, May.
  2. Jayson L. Lusk & F. Bailey Norwood, 2009. "An Inferred Valuation Method," Land Economics, University of Wisconsin Press, vol. 85(3), pages 500-514.
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Citations

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Cited by:
  1. Schumacher, Tucker & Schroeder, Ted C. & Tonsor, Glynn T., 2012. "Willingness-to-Pay for Calf Health Programs and Certification Agents," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(02), May.
  2. Ortega, David L. & Wang, H. Holly & Wu, Laping & Olynk, Nicole J., 2010. "Modeling Heterogeneity in Consumer Preferences for Select Food Safety Attributes in China," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61175, Agricultural and Applied Economics Association.
  3. 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), December.
  4. Gallardo, R. Karina & Wang, Qianqian, 2013. "Willingness to Pay for Pesticides' Environmental Features and Social Desirability Bias: The Case of Apple and Pear Growers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(1), April.
  5. Saitone, Tina L. & Sexton, Richard J. & Sumner, Daniel A., 2013. "What Happens When Food Marketers Require Restrictive Farming Practices?," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 151268, Agricultural and Applied Economics Association.
  6. 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), August.

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