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Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification

Author

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  • Olynk, Nicole J.
  • Tonsor, Glynn T.
  • Wolf, Christopher A.

Abstract

A choice experiment was used to determine consumer value for verification of livestock production process attributes. Willingness to pay for verification of production process attributes varied for both milk and pork chops across attributes and verifying entity. Statistically significant evidence of social desirability bias was found by comparing estimates of consumer preferences solicited using direct and indirect questioning. Indirect questioning may yield more accurate representations of consumer value than direct questioning, and therefore more accurate estimates for agribusiness decision making.

Suggested Citation

  • Olynk, Nicole J. & Tonsor, Glynn T. & Wolf, Christopher A., 2010. "Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(2), August.
    • Handle: RePEc:ags:jlaare:93215
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    File URL: http://purl.umn.edu/93215
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    References listed on IDEAS

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    1. Jayson L. Lusk & F. Bailey Norwood, 2009. "An Inferred Valuation Method," Land Economics, University of Wisconsin Press, vol. 85(3), pages 500-514.
    2. Marta-Pedroso, Cristina & Freitas, Helena & Domingos, Tiago, 2007. "Testing for the survey mode effect on contingent valuation data quality: A case study of web based versus in-person interviews," Ecological Economics, Elsevier, vol. 62(3-4), pages 388-398, May.
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    Cited by:

    1. Wongprawmas, Rungsaran & Canavari, Maurizio, 2015. "Heterogeneity in consumer preferences for food safety lavel in Thailand," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202744, European Association of Agricultural Economists.
    2. Gallardo, R. Karina & Wang, Qianqian, 2013. "Willingness to Pay for Pesticides' Environmental Features and Social Desirability Bias: The Case of Apple and Pear Growers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(1), April.
    3. repec:eee:jfpoli:v:69:y:2017:i:c:p:25-34 is not listed on IDEAS
    4. Yan, Zhen & Yu, Xiaohua & Zhou, Jiehong, 2016. "Measure consumer preferences for pork attributes under different media coverage in China," Discussion Papers 232028, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    5. Luís C. Rodrigues & Jeroen C. J. M. Bergh & Maria L. Loureiro & Paulo A. L. D. Nunes & Sergio Rossi, 2016. "The Cost of Mediterranean Sea Warming and Acidification: A Choice Experiment Among Scuba Divers at Medes Islands, Spain," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 63(2), pages 289-311, February.
    6. Doherty, Edel & Campbell, Danny, 2011. "Demand for improved food safety and quality: a cross-regional comparison," 85th Annual Conference, April 18-20, 2011, Warwick University, Coventry, UK 108791, Agricultural Economics Society.
    7. Tina L. Saitone & Richard J. Sexton & Daniel A. Sumner, 2015. "What Happens When Food Marketers Require Restrictive Farming Practices?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 97(4), pages 1021-1043.
    8. Yan, Zhen & Zhou, Jie-hong, 2015. "Measuring consumer heterogeneous preferences for pork traits under media reports: choice experiment in sixteen traceability pilot cities, China," 2015 Conference, August 9-14, 2015, Milan, Italy 211884, International Association of Agricultural Economists.
    9. Schumacher, Tucker & Schroeder, Ted C. & Tonsor, Glynn T., 2012. "Willingness-to-Pay for Calf Health Programs and Certification Agents," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(02), May.
    10. repec:bla:jconsa:v:47:y:2013:i:1:p:98-127 is not listed on IDEAS
    11. Yan, Zhen & Zhou, Jie-hong, 2015. "Measuring consumer heterogeneous preferences for pork traits under media reports: choice experiment in sixteen traceability pilot cities, China," 2015 Conference, August 9-14, 2015, Milan, Italy 212609, International Association of Agricultural Economists.
    12. Otieno, David & Ogutu, Sylvester, 2015. "Consumer willingness to pay for animal welfare attributes in a developing country context: The case of chicken in Nairobi, Kenya," 2015 Conference, August 9-14, 2015, Milan, Italy 212602, International Association of Agricultural Economists.
    13. Wolf, Christopher & Tonsor, Glynn & McKendree, Melissa & Polzin, Leonard & Thomson, Daniel & Swanson, Janice, 2015. "U.S. Public Dairy Cattle Welfare Perceptions and Attitudes: Survey Summary," Staff Papers 211465, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    14. Ortega, David L. & Wang, H. Holly & Wu, Laping & Olynk, Nicole J., 2011. "Modeling heterogeneity in consumer preferences for select food safety attributes in China," Food Policy, Elsevier, vol. 36(2), pages 318-324, April.
    15. Wachenheim, Cheryl & Hovde, Scott & Hearne, Robert & Nganje, William, 2015. "Identifying Market Preferences for High Selenium Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), November.
    16. 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.
    17. Lava Yadav & Thomas M. van Rensburg & Hugh Kelley, 2013. "A Comparison Between the Conventional Stated Preference Technique and an Inferred Valuation Approach," Journal of Agricultural Economics, Wiley Blackwell, vol. 64(2), pages 405-422, June.
    18. 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.
    19. repec:bla:jageco:v:68:y:2017:i:2:p:553-578 is not listed on IDEAS
    20. Olynk Widmar, Nicole J. & Ortega, David L., 2014. "Comparing Consumer Preferences for Livestock Production Process Attributes Across Products, Species, and Modeling Methods," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(03), August.
    21. Yan, Zhen & Zhou, Jie-hong & Li, Kai, 2015. "Measuring consumer heterogeneous preferences for pork traits under media reports: choice experiment in sixteen traceability pilot cities," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205599, Agricultural and Applied Economics Association;Western Agricultural Economics Association.
    22. 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.
    23. repec:eee:jfpoli:v:74:y:2018:i:c:p:74-81 is not listed on IDEAS
    24. Linhai Wu & Xiaolin Liu & Dian Zhu & Hongsha Wang & Shuxian Wang & Lingling Xu, 2015. "Simulation of Market Demand for Traceable Pork with Different Levels of Safety Information: A Case Study in Chinese Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 513-537, December.
    25. repec:eee:joreco:v:40:y:2018:i:c:p:91-99 is not listed on IDEAS

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