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Does information about organic status affect consumer sensory liking and willingness to pay for beer?

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  • Megan E. Waldrop
  • Jill J. McCluskey

Abstract

The organic beer market is in its infancy, but the product category is growing at a high rate. This study evaluates how information about organic status affects consumers’ willingness to pay and sensory liking for beer. Consumer sensory panels were conducted for the purpose of this study with information treatments and valuation questions. In our sample, informing consumers that beer is organic or certified organic does not significantly affect sensory liking scores, and certified organic has a negative marginal effect on willingness to pay, providing evidence that organic is not a vertical quality attribute for beer. However, panelists who regularly purchase craft beer, care about the environment, and/or have an openness to new foods have a higher willingness to pay for organic beer. Our findings suggest that organic beer appeals to a niche market of consumers. [EconLit citations: L15, L66, Q13]

Suggested Citation

  • Megan E. Waldrop & Jill J. McCluskey, 2019. "Does information about organic status affect consumer sensory liking and willingness to pay for beer?," Agribusiness, John Wiley & Sons, Ltd., vol. 35(2), pages 149-167, April.
    • Handle: RePEc:wly:agribz:v:35:y:2019:i:2:p:149-167
    DOI: 10.1002/agr.21567
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    References listed on IDEAS

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    1. Toro-Gonzalez, Daniel & McCluskey, Jill J. & Mittelhammer, Ron, 2014. "Beer Snobs Do Exist: Estimation of Beer Demand by Type," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 39(2), pages 1-14.
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    Cited by:

    1. 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).
    2. Maria Cipollaro & Sara Fabbrizzi & Veronica Alampi Sottini & Bruno Fabbri & Silvio Menghini, 2021. "Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy," Sustainability, MDPI, vol. 13(19), pages 1-17, September.
    3. Francesco Rossini & Giuseppe Virga & Paolo Loreti & Nicolò Iacuzzi & Roberto Ruggeri & Maria Elena Provenzano, 2021. "Hops ( Humulus lupulus L.) as a Novel Multipurpose Crop for the Mediterranean Region of Europe: Challenges and Opportunities of Their Cultivation," Agriculture, MDPI, vol. 11(6), pages 1-21, May.

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