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Puerto Rican Consumers' Attitude towards Willingness to Pay a Premium for Ethnic Produce: An Econometric Analysis

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  • Govindasamy, Ramu
  • Puduri, Venkata S.

Abstract

The primary objective of this study is to predict Puerto Rican consumer’s willingness to pay a premium for ethnic produce. Particularly, this paper analyzes the effects of Puerto Rican consumers’ socio-economic characteristics and their expressed value judgments on their willingness to pay a premium for ethnic produce using a logit analysis. A telephone survey was conducted by a private marketing company for the Puerto Rican ethnic group in 16 states of east-coast United States from Florida to Maine and Washington, D.C., and based on random sampling, 271 respondents were interviewed in 2006. Consumers who participated in the survey were asked whether they were willing to pay a premium price for Puerto Rican ethnic produce or not, and based on this response, a logit model was developed to predict their willingness to pay a premium for ethnic produce.

Suggested Citation

  • Govindasamy, Ramu & Puduri, Venkata S., 2011. "Puerto Rican Consumers' Attitude towards Willingness to Pay a Premium for Ethnic Produce: An Econometric Analysis," Quarterly Journal of International Agriculture, Humboldt-Universitaat zu Berlin, vol. 50(2), pages 1-11.
    • Handle: RePEc:ags:qjiage:155528
    DOI: 10.22004/ag.econ.155528
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    References listed on IDEAS

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    1. Asp, Elaine H., 1999. "Factors affecting food decisions made by individual consumers," Food Policy, Elsevier, vol. 24(2-3), pages 287-294, May.
    2. Govindasamy, Ramu & Puduri, Venkata S., 2009. "Hispanic Consumer's Preferences for Genetically Modified Ethnic Produce: An Econometric Analysis," Journal of Food Distribution Research, Food Distribution Research Society, vol. 40(3), pages 1-13, November.
    3. Govindasamy, Ramu & Nemana, Aparna & Puduri, Venkata S. & Pappas, Kim, 2006. "Ethnic Produce Marketing in the Mid-Atlantic States: Consumer Shopping Patterns and Willingness-to-Pay Analysis," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 21(4), pages 1-6.
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    Cited by:

    1. Benjamin L. Campbell & Saneliso Mhlanga & Isabelle Lesschaeve, 2016. "Market Dynamics Associated with Canadian Ethnic Vegetable Production," Agribusiness, John Wiley & Sons, Ltd., vol. 32(1), pages 64-78, January.

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    More about this item

    Keywords

    Agribusiness; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Marketing;
    All these keywords.

    JEL classification:

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

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