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Consumer Willingness-to-Pay for Fresh Pork Attributes


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


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).
  • Handle: RePEc:ags:jloagb:62294

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    Cited by:

    1. Sanders, Dwight & Altman, Ira J. & Apgar, Gary, 2012. "Determinants of Profitability in Niche Swine Production," Journal of the ASFMRA, American Society of Farm Managers and Rural Appraisers.


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