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Consumers' Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears

  • Zhang, Huifang
  • Gallardo, Rosa Karina
  • McCluskey, Jill J.
  • Kupferman, Eugene M.

Ethylene treatments provide an effective method for shortening post-harvest ripening periods for winter Anjou pears and allow market availability throughout the year. However, pear quality may vary under different treatments. A sensory experiment and a consumer survey including questions that address valuation, assessments of sensory characteristics, purchasing habits, and demographics were conducted. Analyses indicate that treatment-induced quality losses significantly affect consumers’ willingness to pay (WTP). Mean WTP for each treatment reveals that consumers prefer pears with a six-day ethylene treatment and are willing to pay a premium of $0.25/pound compared to the market price.

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File URL: http://purl.umn.edu/61062
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Article provided by Western Agricultural Economics Association in its journal Journal of Agricultural and Resource Economics.

Volume (Year): 35 (2010)
Issue (Month): 1 (April)
Pages:

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Handle: RePEc:ags:jlaare:61062
Contact details of provider: Web page: http://waeaonline.org/
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  1. M. Laura Donnet & Dave D. Weatherspoon & John P. Hoehn, 2008. "Price determinants in top-quality e-auctioned specialty coffees," Agricultural Economics, International Association of Agricultural Economists, vol. 38(3), pages 267-276, 05.
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