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Consumers' Willingness To Pay For Food Safety: A Pathogen Specific Analysis


  • Mukhopadhaya, Kaushik
  • Adhikari, Bishwa B.
  • Mumma, Gerald A.
  • Teisl, Mario F.


Estimates of the economic benefits of intervention strategies to make food safer from specific pathogens for different durations of protection are not available. We estimated consumers' willingness to pay for a hypothetical vaccine that would deliver a 1-year, 5- years, 10-years, or lifetime protection against Salmonella, E. coli, or Listeria. We used logit and Tobit models to estimate the economic benefits of food safety measures against these major foodborne pathogens. Based on FoodNet 2002 population survey data, consumers were willing to pay for protection against foodborne pathogens. They were willing to pay more for longer protection and for protection against E. coli compared to Salmonella or Listeria. However, they were less willing to pay if the protection was costly.

Suggested Citation

  • Mukhopadhaya, Kaushik & Adhikari, Bishwa B. & Mumma, Gerald A. & Teisl, Mario F., 2004. "Consumers' Willingness To Pay For Food Safety: A Pathogen Specific Analysis," 2004 Annual meeting, August 1-4, Denver, CO 20064, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  • Handle: RePEc:ags:aaea04:20064
    DOI: 10.22004/ag.econ.20064

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    References listed on IDEAS

    1. Buzby, Jean C. & Roberts, Tanya & Lin, Chung-Tung Jordan & MacDonald, James M., 1996. "Bacterial Foodborne Disease: Medical Costs and Productivity Losses," Agricultural Economics Reports 33991, United States Department of Agriculture, Economic Research Service.
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    Cited by:

    1. Britwum, Kofi & Yiannaka, Amalia, 2016. "Consumer Willingness to Pay for Food Safety Interventions: The Role of Message Framing and Involvement," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235884, Agricultural and Applied Economics Association.
    2. Marette, St├ęphan & Roe, Brian E. & Teisl, Mario, 2012. "The welfare impact of food pathogen vaccines," Food Policy, Elsevier, vol. 37(1), pages 86-93.
    3. Britwum, Kofi & Yiannaka, Amalia, 2019. "Consumer willingness to pay for food safety interventions: The role of message framing and issue involvement," Food Policy, Elsevier, vol. 86(C), pages 1-1.


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