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Consumer attitudes toward low stake risk in food markets

Author

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  • Frode Alfnes
  • Kyrre Rickertsen
  • Øydis Ueland

Abstract

Consistency of quality is viewed as important for producers of consumer goods. However, there is no literature testing the importance of quality consistency on consumers' willingness to pay for consumer goods. We use an experimental auction market to investigate how inconsistency in tenderness affects consumers' willingness to pay for beef. We find that most consumers are risk averse with respect to sensory quality. Both the average tenderness and the variance of tenderness affected the consumers' willingness to pay for beef. Reducing the uncertainty of the sensory quality by categorizing the beef into three tenderness classes increased the total value of the beef by 8%.

Suggested Citation

  • Frode Alfnes & Kyrre Rickertsen & Øydis Ueland, 2008. "Consumer attitudes toward low stake risk in food markets," Applied Economics, Taylor & Francis Journals, vol. 40(23), pages 3039-3049.
    • Handle: RePEc:taf:applec:v:40:y:2008:i:23:p:3039-3049
    DOI: 10.1080/00036840600994062
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    3. Kayode Ajewole & Elliott Dennis & Ted C. Schroeder & Jason Bergtold, 2021. "Relative valuation of food and non‐food risks with a comparison to actuarial values: A best–worst approach," Agricultural Economics, International Association of Agricultural Economists, vol. 52(6), pages 927-943, November.

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