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Growing Chinese medicinal herbs in the United States: understanding practitioner preferences


  • Jay Lillywhite


  • Jennifer Simonsen
  • Vera Wilson


The use of complementary and alternative medicine (CAM) by US consumers has grown in recent years. CAM therapies often utilize medicinal herbs as part of the treatment process; however, research on US practitioner preferences for medicinal herbs is limited, despite growing concern surrounding the sustainability of wild-harvested medicinal herbs. In order better to understand consumer preferences for this emerging market, a mail survey of US practitioners (licensed acupuncturists) was conducted to examine the importance of five herb attributes in practitioners’ herb selection decisions: (1) country of origin, (2) freshness, (3) production method (organic versus conventional), (4) price, and (5) traceability. The significance of these five traits is investigated using discrete choice analysis, and the implications for US medicinal herb growers are discussed. Copyright Springer Science+Business Media B.V. 2012

Suggested Citation

  • Jay Lillywhite & Jennifer Simonsen & Vera Wilson, 2012. "Growing Chinese medicinal herbs in the United States: understanding practitioner preferences," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 29(2), pages 151-159, June.
  • Handle: RePEc:spr:agrhuv:v:29:y:2012:i:2:p:151-159
    DOI: 10.1007/s10460-011-9332-z

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    References listed on IDEAS

    1. Jean Philippe Perrouty & François d'Hauteville & Larry Lockshin, 2006. "The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 323-341.
    2. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D., 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304.
    3. Magali Aubert & Philippe Perrier-Cornet, 2009. "Is there a future for small farms in developed countries? Evidence from the French case," Agricultural Economics, International Association of Agricultural Economists, vol. 40(s1), pages 797-806, November.
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