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Consumer Willingness to Pay for Tennessee Certified Beef

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  • Merritt, Meagan G.
  • Delong, Karen Lewis
  • Griffith, Andrew P.
  • Jensen, Kimberly L.

Abstract

Although Tennessee has Advanced Master Beef Producer (AMBP) and Beef Quality Assurance (BQA) certifications for cattle producers, currently there is no state-certified beef labeling program. A choice experiment was administered to Tennessee consumers to determine their willingness to pay for Tennessee Certified Beef (TCB) and other attributes such as labels indicating producer participation in AMBP and BQA. Random parameter logit model results indicate consumers most valued TCB steak and no-hormones-administered ground beef. Consumers also valued many labels when appearing alongside the TCB label. The impact of providing participants label definitions prior to the choice experiment was examined.

Suggested Citation

  • Merritt, Meagan G. & Delong, Karen Lewis & Griffith, Andrew P. & Jensen, Kimberly L., . "Consumer Willingness to Pay for Tennessee Certified Beef," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 50(2).
    • Handle: RePEc:ags:joaaec:355563
    DOI: 10.22004/ag.econ.355563
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    3. Grashuis, Jasper & Su, Ye, 2023. "Consumer Preferences for State-Sponsored Designations: The Case of the Missouri Grown Label," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(01), January.
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    6. McKay, Lettie & DeLong, Karen L. & Jensen, Kimberly L. & Griffith, Andrew P. & Boyer, Christopher N., "undated". "Restaurants’ Willingness to Pay for Tennessee Certified Beef," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266578, Southern Agricultural Economics Association.
    7. Maki Nakajima, 2022. "Sustainable Food Consumption: Demand for Local Produce in Singapore," Sustainability, MDPI, vol. 14(19), pages 1-22, September.
    8. Lacy, Katherine & Ward, Ruby & Bordigioni, Malieka & Emm, Staci & Allen, Karin & Whyte, Anne, 2021. "Issues and Implications of New Conversations Around Meat Supply in the West," Western Economics Forum, Western Agricultural Economics Association, vol. 19(01), June.
    9. Paudel, Bindu & Zhou, Mo, 2024. "Are consumers “green” enthusiasts or skeptics? Evidence from nontimber forest products," Forest Policy and Economics, Elsevier, vol. 168(C).
    10. Rihn, Alicia L. & Jensen, Kimberly & Hughes, David W., "undated". "Tennessee's Wine Industry: Consumer Perceptions, Quality Assurance Programs and Marketing Strategies," Extension Reports 319853, University of Tennessee, Department of Agricultural and Resource Economics.
    11. Riccardo Testa & Francesco Vella & Giuseppina Rizzo & Giorgio Schifani & Giuseppina Migliore, 2025. "Meat attachment or health awareness? Understanding the factors influencing the consumption of local red meat in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 13(1), pages 1-20, December.
    12. Yiwen Yang & PingSun Leung & Chu‐wei Tseng, 2022. "Price premium or price discount for locally produced food products? A 5W1H approach in meta‐analysis," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 2261-2274, September.
    13. DeLong, Karen L. & Jensen, Kimberly L. & Upendram, Sreedhar & Eckelkamp, Elizabeth, . "Consumer Preferences for Tennessee Milk," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).
    14. Shijun Gao & Carola Grebitus & Karen L. DeLong, 2024. "Explaining consumer willingness to pay for country‐of‐origin labeling with ethnocentrism, country image, and product image: Examples from China's beef market," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 72(2), pages 149-166, June.
    15. Ruoye Yang & Kellie Curry Raper, 2025. "Misconceptions and meat: The impact of new knowledge on meat demand," Agribusiness, John Wiley & Sons, Ltd., vol. 41(2), pages 570-587, April.
    16. DeLong, Karen L. & Syrengelas, Konstantinos G. & Grebitus, Carola & Nayga, Rodolfo M., 2021. "Visual versus Text Attribute Representation in Choice Experiments," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    17. Shalynn Sumrow & Darren Hudson & Oscar Sarasty & Carlos Carpio & Christy Bratcher, 2024. "Consumer preferences for worker and supply chain risk mitigation in the beef supply chain in response to COVID‐19 pandemic," Agribusiness, John Wiley & Sons, Ltd., vol. 40(1), pages 299-315, January.
    18. Horvath, Camille & Koning, Martin & Raton, Gwenaëlle & Combes, François, 2024. "Short food supply chains: The influence of outlet and accessibility on farmer and consumer preferences. Two discrete choice experiments," Food Policy, Elsevier, vol. 129(C).

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    Keywords

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    JEL classification:

    • Q10 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - General
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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