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Consumer Preferences for Tennessee Milk

Author

Listed:
  • DeLong, Karen L.
  • Jensen, Kimberly L.
  • Upendram, Sreedhar
  • Eckelkamp, Elizabeth

Abstract

To support dairy farmers in the state of Tennessee, in 2018 the TN Department of Agriculture instituted a “TN Milk” logo that indicates the milk is entirely sourced, processed, and bottled in Tennessee. To examine consumer preferences for this logo, TN-milk-drinking households were surveyed. The contingent valuation method was used to assess consumer willingness to pay for milk labeled as TN Milk. A probit regression with 352 observations was used to estimate the characteristics of consumers who were more likely to purchase TN Milk. Results suggest consumers would pay a 12% premium for TN Milk.

Suggested Citation

  • 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).
    • Handle: RePEc:ags:jlofdr:305485
    DOI: 10.22004/ag.econ.305485
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