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Sensory Analysis and Willingness to Pay for Craft Cider

Author

Listed:
  • Tozer, Peter R.
  • Galinato, Suzette P.
  • Ross, Carolyn F.
  • Miles, Carol A.
  • McCluskey, Jill J.

Abstract

We conducted a blind tasting sensory evaluation experiment and a chemical analysis of four craft hard apple ciders from the Pacific Northwest of the USA. Using the sensory and demographic data collected during the experiment, we estimated the consumer willingness-to-pay (WTP), using a contingent valuation model. Overall liking, taste, and aroma, from the sensory evaluation, as well as age of the sampler and if the sampler was a cider drinker, contributed positively to the WTP. In contrast, if the subject was a beer drinker this reduced their WTP. From the chemical analysis we found that tannin level had a positive effect on WTP, but an increased level of sweetness, as part of a ratio of specific gravity to acid, decreased consumer WTP. (JEL Classifications: C91, D12, L66, Q13)

Suggested Citation

  • Tozer, Peter R. & Galinato, Suzette P. & Ross, Carolyn F. & Miles, Carol A. & McCluskey, Jill J., 2015. "Sensory Analysis and Willingness to Pay for Craft Cider," Journal of Wine Economics, Cambridge University Press, vol. 10(3), pages 314-328, December.
    • Handle: RePEc:cup:jwecon:v:10:y:2015:i:03:p:314-328_00
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    Cited by:

    1. Adane Tufa & Arega Alene & Hambulo Ngoma & Paswel Marenya & Julius Manda & Md Abdul Matin & Christian Thierfelder & David Chikoye, 2024. "Willingness to pay for agricultural mechanization services by smallholder farmers in Malawi," Agribusiness, John Wiley & Sons, Ltd., vol. 40(1), pages 248-276, January.
    2. Nguyen, Hanh Tien & Ariyawardana, Anoma & Ratnasiri, Shyama, 2020. "Forest plantation owners' willingness to pay for hybrid nursery stock: The case of Acacia hybrids in Central Vietnam," Forest Policy and Economics, Elsevier, vol. 116(C).
    3. Neill, Clinton L. & Lahne, Jacob, 2022. "Matching reality: A basket and expenditure based choice experiment with sensory preferences," Journal of choice modelling, Elsevier, vol. 44(C).
    4. Eric Le Fur & Jean-Francois Outreville, 2022. "The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior," Post-Print hal-03932088, HAL.

    More about this item

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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