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Demographic Influences on Willingness to Pay for Cold Tolerance Technology?


  • McCorkle, Becky


New technologies in agriculture have the potential to increase production levels, reduce risk, and improve profits for farm operators. However, in order for this to take place the technologies must appeal to producers, creating enough interest that they decide to invest in them. Gauging the level of interest in a technology and the types of producers who will be interested in trying it are important steps in technology development. Cereal crops such as wheat are important to agriculture in Canada in terms of both acreage and revenue. Researchers in Canada are currently attempting to develop more cold tolerant cereal crops to reduce the risk of frost damage and increase the area available to produce these crops. A producer survey including questions on past adoption behavior, attitudinal characteristics, and demographics as well as a set of dichotomous choice questions on new varieties was conducted and analyzed using a regression and willingness to pay calculations. Demographics were the focus during these activities. It was determined that producers from areas experiencing frost regularly with high incomes and large land bases had a higher propensity to adopt and higher willingness to pay for this technology.

Suggested Citation

  • McCorkle, Becky, 2007. "Demographic Influences on Willingness to Pay for Cold Tolerance Technology?," SS-AAEA Journal of Agricultural Economics, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:ssaaea:113236

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    References listed on IDEAS

    1. Massoud Karshenas & Paul L. Stoneman, 1993. "Rank, Stock, Order, and Epidemic Effects in the Diffusion of New Process Technologies: An Empirical Model," RAND Journal of Economics, The RAND Corporation, vol. 24(4), pages 503-528, Winter.
    2. Saha Atanu & H. Alan Love & Robert Schwart, 1994. "Adoption of Emerging Technologies Under Output Uncertainty," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 76(4), pages 836-846.
    3. Phoebe Koundouri & CĂ©line Nauges & Vangelis Tzouvelekas, 2006. "Technology Adoption under Production Uncertainty: Theory and Application to Irrigation Technology," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 88(3), pages 657-670.
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    Cited by:

    1. Ulimwengu, John & Sanyal, Prabuddha, 2011. "Joint estimation of farmers' stated willingness to pay for agricultural services:," IFPRI discussion papers 1070, International Food Policy Research Institute (IFPRI).


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