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Consumer Willingness-to-Pay for Fresh Pork Attributes

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  • Sanders, Dwight R.
  • Moon, Wanki
  • Kuethe, Todd H.

Abstract

A survey was used to gauge consumer preferences toward four fresh pork attributes : juiciness, tenderness, marbling, and leanness. The survey elicited consumer willingness-to-pay a premium for an improvement in these attributes. Approximately one-half of the respondents were willing to pay some premium for the attributes of juiciness, leanness, and tenderness. The average premium size ranged from $0.20/lb. for marbling to $0.37/lb. for tenderness. Neither the choice of a certifying agency nor the use of a cheap talk script influenced premium levels.

Suggested Citation

  • Sanders, Dwight R. & Moon, Wanki & Kuethe, Todd H., 2007. "Consumer Willingness-to-Pay for Fresh Pork Attributes," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 25(2), pages 1-17.
    • Handle: RePEc:ags:jloagb:62294
    DOI: 10.22004/ag.econ.62294
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    References listed on IDEAS

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    1. Ravenswaay, Eileen O. van & Hoehn, John P., 1991. "Contingent Valuation and Food Safety: The Case of Pesticide Residues in Food," Staff Paper Series 201042, Michigan State University, Department of Agricultural, Food, and Resource Economics.
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    Cited by:

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    2. Heng-Hung KUO & Li-Hsing HO & Wen-Hung LIN, 2015. "Do hog breeds matter? Investigating the price volatility in the Taiwan's auction market," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 61(7), pages 314-325.

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    Keywords

    Agribusiness; Marketing;

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