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Understanding U.S. Consumer Demand for Milk Production Attributes

Author

Listed:
  • 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), August.
  • Handle: RePEc:ags:jlaare:117186
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    File URL: http://purl.umn.edu/117186
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. 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), November.
    3. 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.
    4. 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.
    5. Jones, Michael S. & House, Lisa A. & Gao, Zhifeng, 2015. "Attribute Non-Attendance and Satisficing Behavior in Online Choice Experiments," 2015 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 206252, International European Forum on Innovation and System Dynamics in Food Networks.

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