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Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey

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Author Info

  • Hu, Wuyang
  • Woods, Timothy A.
  • Bastin, Sandra
  • Cox, Linda J.
  • You, Wen

Abstract

This study offers insights on consumer acceptance and willingness to pay for three value-added blueberry products. A modified payment card approach was used. The analytical framework adopted allows the researcher to attach straightforward economic interpretation to the estimated impacts of willingness to pay factors. Results show consumer socio-economic characteristics are important determinants but play different roles depending on the products. Information on health benefits may also be important. However, it is found that outside information or consumer self-stated awareness of blueberries’ health benefits have different impacts. These impacts may function as substitutes rather than complements to each other.

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File URL: http://purl.umn.edu/104617
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Bibliographic Info

Article provided by Southern Agricultural Economics Association in its journal Journal of Agricultural and Applied Economics.

Volume (Year): 43 (2011)
Issue (Month): 02 (May)
Pages:

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Handle: RePEc:ags:joaaec:104617

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Web page: http://www.saea.org/jaae/jaae.htm
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Related research

Keywords: blueberry; payment card contingent valuation; value-added; willingness to pay; Food Consumption/Nutrition/Food Safety; Marketing; D12; Q13;

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References

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  1. Konstantinos Giannakas & Amalia Yiannaka, 2008. "Market and Welfare Effects of Second-Generation, Consumer-Oriented GM Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(1), pages 152-171.
  2. Wuyang Hu & Wiktor L. Adamowicz & Michele M. Veeman, 2006. "Labeling Context and Reference Point Effects in Models of Food Attribute Demand," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 88(4), pages 1034-1049.
  3. Lapan, Harvey E. & Moschini, GianCarlo, 2006. "Grading, Minimum Quality Standards, and the Labeling of Genetically Modified Products," Staff General Research Papers 12553, Iowa State University, Department of Economics.
  4. James A. Brox & Ramesh C. Kumar & Kenneth R. Stollery, 2003. "Estimating Willingness to Pay for Improved Water Quality in the Presence of Item Nonresponse Bias," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(2), pages 414-428.
  5. Huffman, Wallace & Rousu, Matthew & Shogren, Jason F. & Tegene, Abebayehu, 2004. "The Effects of Prior Beliefs and Learning on Consumers' Acceptance of Genetically Modified Foods," Staff General Research Papers 12212, Iowa State University, Department of Economics.
  6. T. A. Cameron, 1985. "The Impact of Grouping Coarseness in Alternative Grouped-Data Regression Models," UCLA Economics Working Papers 381, UCLA Department of Economics.
  7. Rousu, Matthew & Huffman, Wallace & Shogren, Jason F. & Tegene, Abebayehu, 2002. "The Value of Verifiable Information in a Controversial Market: Evidence from Lab Auctions of Genetically Modified Food," Staff General Research Papers 10009, Iowa State University, Department of Economics.
  8. Erickson, Kenneth W. & Blank, Steven C. & Moss, Charles B. & Mishra, Ashok K., 2004. "Regional Changes In The Distribution Of Net Value Added In U.S. Agriculture, 1960-2002," 2004 Annual Meeting, June 30-July 2, 2004, Honolulu, Hawaii 36232, Western Agricultural Economics Association.
  9. Ehmke, Mariah D. & Warziniack, Travis & Schroeter, Christiane & Morgan, Kari, 2008. "Applying Experimental Economics to Obesity in the Family Household," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 40(02), August.
  10. Baer, Alexander G. & Brown, Cheryl, 2006. "Adoption of E-Marketing by Direct Market Farms in the Northeastern U.S," 2006 Annual meeting, July 23-26, Long Beach, CA 21320, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  11. Kinsey, Jean D. & Mancino, Lisa, 2002. "Diet Quality And Calories Consumed: The Impact Of Being Hungrier, Busier And Eating Out," Working Papers 14324, University of Minnesota, The Food Industry Center.
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Cited by:
  1. Drichoutis, Andreas C. & Lusk, Jayson & Pappa, Valentina, 2014. "Elicitation formats and the WTA/WTP gap: A study of climate neutral foods," MPRA Paper 55831, University Library of Munich, Germany.
  2. Shi, Lijia & Gao, Zhifeng & Chen, Xuqi, 2014. "The cross-price effect on willingness-to-pay estimates in open-ended contingent valuation," Food Policy, Elsevier, vol. 46(C), pages 13-21.
  3. Yang, Shang-Ho & Hu, Wuyang & Mupandawana, Malvern & Liu, Yun, 2012. "Consumer Willingness to Pay for Fair Trade Coffee: A Chinese Case Study," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(01), February.
  4. Jaqueline Garcia-Yi, 2014. "Identification of Dried Native Chili Markets in the International Tourism Sector in Peru: An Open-Ended Contingent Valuation Study," Sustainability, MDPI, Open Access Journal, vol. 6(2), pages 1093-1106, February.

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