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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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    File URL: https://ageconsearch.umn.edu/record/117186/files/JARE_Aug2011__07_pp326-342_Wolf.pdf
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    References listed on IDEAS

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    3. Lopez, Rigoberto A. & Khanal, Binod, 2020. "Got Local? Demand for Milk with Food Miles," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304354, Agricultural and Applied Economics Association.
    4. Bir, Courtney & Wolf, Christopher A. & Widmar, Nicole Olynk, 2020. "Dog and Cat Owner Demand for Veterinary Service Payment Plans," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 0(Preprints), August.
    5. 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).
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. 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.

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