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

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

Abstract

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.

Suggested Citation

  • Zhang, Huifang & Gallardo, Rosa Karina & McCluskey, Jill J. & Kupferman, Eugene M., 2010. "Consumers' Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(1), pages 1-13.
    • Handle: RePEc:ags:jlaare:61062
    DOI: 10.22004/ag.econ.61062
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    References listed on IDEAS

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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, May.
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    Cited by:

    1. George Parsons & Kelley Myers, 2017. "Fat tails and truncated bids in contingent valuation: an application to an endangered shorebird species," Chapters, in: Daniel McFadden & Kenneth Train (ed.), Contingent Valuation of Environmental Goods, chapter 2, pages 17-42, Edward Elgar Publishing.
    2. Gallardo, Rosa Karina, 2011. "Choice Experiments’ Findings: A Tool for Fruit Agribusiness Managers’ Decision Making," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(3), pages 1-16, September.
    3. Dila Ikiz & R. Karina Gallardo & Amit Dhingra & Seanna Hewitt, 2018. "Assessing consumers’ preferences and willingness to pay for novel sliced packed fresh pears: A latent class approach," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 321-337, March.
    4. Watson, Jonathan Adam & Wysocki, Allen F. & Gunderson, Michael A. & Brecht, Jeffrey K. & Sims, Charles A., 2012. "Fresh Hammock-Packed Bartlett Pears: Implications For Marketing Based On Consumers’ Willingness To Pay For Sensory Attributes And Return On Invesment Potential," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 125068, Agricultural and Applied Economics Association.
    5. Carrillo-Rodriguez, Lilian & Gallardo, R. Karina & Yue, Chengyan & McCracken, Vicki A. & Luby, James & McFerson, James R., 2013. "Consumer preferences for apple quality traits," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150503, Agricultural and Applied Economics Association.
    6. Gallardo, Rosa Karina & Kupferman, Eugene M. & Beaudry, Randolph M. & Blankenship, Sylvia M. & Mitcham, Elizabeth J. & Watkins, Christopher B., 2011. "Market Quality of Pacific Northwest Pears," Journal of Food Distribution Research, Food Distribution Research Society, vol. 42(2), pages 1-11, July.
    7. Jingjing Wang & Chengyan Yue & Karina Gallardo & Vicki McCracken & James Luby & Jim McFerson, 2017. "What Consumers Are Looking for in Strawberries: Implications from Market Segmentation Analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 33(1), pages 56-69, January.
    8. Innocent, Kwagala, 2018. "Consumer Acceptance And Willingness To Pay For Shelf Life Extended Fresh Cassava Roots In Uganda: Case Of Kampala District," Research Theses 276439, Collaborative Masters Program in Agricultural and Applied Economics.
    9. Valenciano, Jaime de Pablo & Manso, José Ramos Pires & Battistuzzi, Miguel Ángel Giacinti, 2017. "Drivers of the International Pear Market: A Panel data Approach," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 1), January.

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