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Health Consciousness and Consumer Preferences for Holiday Turkey Attributes


  • Widmar, Nicole J. Olynk
  • Byrd, Elizabeth S.
  • Wolf, Christopher A.
  • Acharya, Lalatendu


An online survey of 620 respondents was utilized to elicit consumer preferences for six holiday turkey attributes (price, weight, antibiotic free, local, pasture access, and brand) related to aspects of food purchasing, including healthfulness, food safety, and treatment of animals. To explore possible relationships in consumer perceptions of holiday turkey attributes and lifestyle factors, respondents were asked about their health consciousness. Those who indicated they would consume turkey for one or more holiday meal were generally rated more health conscious. Price was the most important attribute and the preference share for price was negatively correlated with health consciousness.

Suggested Citation

  • Widmar, Nicole J. Olynk & Byrd, Elizabeth S. & Wolf, Christopher A. & Acharya, Lalatendu, 2016. "Health Consciousness and Consumer Preferences for Holiday Turkey Attributes," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-15, July.
  • Handle: RePEc:ags:jlofdr:240769
    DOI: 10.22004/ag.econ.240769

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    References listed on IDEAS

    1. Olynk, Nicole J. & Tonsor, Glynn T. & Wolf, Christopher A., 2010. "Verifying Credence Attributes in Livestock Production," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 42(3), pages 1-14, August.
    2. Brian C. Briggeman & Jayson L. Lusk, 2011. "Preferences for fairness and equity in the food system," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 38(1), pages 1-29, March.
    3. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521766555, December.
    4. Tonsor, Glynn T. & Wolf, Christopher & Olynk, Nicole, 2009. "Consumer voting and demand behavior regarding swine gestation crates," Food Policy, Elsevier, vol. 34(6), pages 492-498, December.
    5. Wolf, Christopher A. & Tonsor, Glynn T., 2013. "Dairy Farmer Policy Preferences," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), pages 1-15, August.
    6. Jekanowski, Mark D. & Williams, Daniel R., II & Schiek, William A., 2000. "Consumers' Willingness To Purchase Locally Produced Agricultural Products: An Analysis Of An Indiana Survey," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(1), pages 1-11, April.
    7. Maynard, Leigh J. & Burdine, Kenneth H. & Meyer, A. Lee, 2003. "Market Potential for Locally Produced Meat Products," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(2), pages 1-12, July.
    8. DeGraba, Patrick, 2006. "The loss leader is a turkey: Targeted discounts from multi-product competitors," International Journal of Industrial Organization, Elsevier, vol. 24(3), pages 613-628, May.
    9. Adam Drucker, 2007. "Measuring Heterogeneous Preferences for Cattle Traits among Cattle-Keeping Households in East Africa," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(4), pages 1005-1019.
    10. Peter Boxall & Wiktor Adamowicz, 2002. "Understanding Heterogeneous Preferences in Random Utility Models: A Latent Class Approach," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 23(4), pages 421-446, December.
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    Cited by:

    1. Bir, Courtney & Wolf, Christopher A. & Widmar, Nicole Olynk, 2020. "Dog and Cat Owner Demand for Veterinary Service Payment Plans," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 0(Preprints), August.
    2. Andrew M. Johnson & Tahirou Abdoulaye & Bamikole Ayedun & Joan R. Fulton & Nicole J. Olynk Widmar & Akande Adebowale & Ranajit Bandyopadhyay & Victor Manyong, 2020. "Willingness to pay of Nigerian poultry producers and feed millers for aflatoxin‐safe maize," Agribusiness, John Wiley & Sons, Ltd., vol. 36(2), pages 299-317, April.


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