IDEAS home Printed from https://ideas.repec.org/p/ags/aaea10/60982.html
   My bibliography  Save this paper

Assessing Consumers’ Willingness To Pay For Different Units Of Organic Milk: Evidence From Multi-Unit Auctions

Author

Listed:
  • Akaichi, Faiçal
  • Gil, Jose Maria
  • Nayga, Rodolfo M., Jr.

Abstract

Experimental auctions are normally conducted using single-unit auctions. In this paper, we explore the use of multi-unit auctions to investigate the determinants of consumers’ willingness to pay (WTP) for a food product (i.e., organic milk) in a multi-unit shopping scenario. We also analyze the effect of positive and negative information about organic farming on WTP. Our results suggest that although consumers are willing to pay for organic milk, their WTP decreases with the number of purchased units. We also found that the magnitude and the statistical significance of the determinants of WTP change from one unit to another. The most important factors affecting WTP are the number of units subjects are willing to buy, health concerns, and perceived animal welfare benefits of organic production. The type of information provided also plays a relevant role. Specifically, we find that positive information on organic farming increases WTP, negative information decreases WTP, and provision of both positive and negative information does not affect WTP.

Suggested Citation

  • Akaichi, Faiçal & Gil, Jose Maria & Nayga, Rodolfo M., Jr., 2009. "Assessing Consumers’ Willingness To Pay For Different Units Of Organic Milk: Evidence From Multi-Unit Auctions," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 60982, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea10:60982
    DOI: 10.22004/ag.econ.60982
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/60982/files/WTP-Organic-Milk.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.60982?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. Richard Engelbrecht-Wiggans & Charles M. Kahn, 1998. "Multi-unit auctions with uniform prices," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 12(2), pages 227-258.
    2. Roitner-Schobesberger, Birgit & Darnhofer, Ika & Somsook, Suthichai & Vogl, Christian R., 2008. "Consumer perceptions of organic foods in Bangkok, Thailand," Food Policy, Elsevier, vol. 33(2), pages 112-121, April.
    3. Urs Fischbacher, 2007. "z-Tree: Zurich toolbox for ready-made economic experiments," Experimental Economics, Springer;Economic Science Association, vol. 10(2), pages 171-178, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bahar Aydın Can, 2023. "Turkish Consumers’ Perceptions of Organic Milk and the Factors Affecting Consumption: The Case of Kocaeli, Türkiye," Sustainability, MDPI, vol. 15(13), pages 1-15, June.
    2. Schott, Lenna & Bernard, John, 2015. "Comparing Consumer's WIllingness to Pay for Conventional, Non-Certified Organic and Organic Milk from Small and Large Farms," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-20, November.
    3. Jessica Bosseaux & Philippe Aurier & Alain François-Heude, 2019. "The official quality signs influence on prices and volumes: the case of organic fresh eggs [L’influence du label Bio sur les prix et les ventes : Le cas des oeufs]," Post-Print hal-03079779, HAL.
    4. Katare, Bhagyashree, 2013. "Consumer willingness to pay for nano-packaged food products: evidence from experimental auctions and visual processing data," Master's Theses and Plan B Papers 162233, University of Minnesota, Department of Applied Economics.
    5. Faical Akaichi & Klaus Glenk & Cesar Revoredo‐Giha, 2022. "Bundling food labels: What role could the labels “Organic,” “Local” and “Low Fat” play in fostering the demand for animal‐friendly meat," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 349-370, April.
    6. Xuqi Chen & Zhifeng Gao & Lisa House & Jiaoju Ge & Chengfeng Zong & Fred Gmitter, 2016. "Opportunities for Western Food Products in China: The Case of Orange Juice Demand," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 343-362, July.
    7. Naphtal Habiyaremye & Nadhem Mtimet & Emily A. Ouma & Gideon A. Obare, 2023. "Consumers' willingness to pay for safe and quality milk: Evidence from experimental auctions in Rwanda," Agribusiness, John Wiley & Sons, Ltd., vol. 39(4), pages 1049-1074, October.
    8. Maïmouna Yokessa & Stéphan Marette, 2019. "A Tax Coming from the IPCC Carbon Prices Cannot Change Consumption: Evidence from an Experiment," Sustainability, MDPI, vol. 11(18), pages 1-20, September.
    9. Schroeck, Rebecca, 2011. "Wie sensibel reagieren deutsche Verbraucher auf Preisänderungen bei Bio-Eiern? Eine Nachfrageanalyse mit Haushaltspanel-Daten," 51st Annual Conference, Halle, Germany, September 28-30, 2011 114492, German Association of Agricultural Economists (GEWISOLA).
    10. Schröckl, R., 2012. "Wie sensibel reagieren deutsche Verbraucher auf Preisänderungen bei Bio- Eiern? Eine Nachfrageanalyse mit Haushaltspanel-Daten," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 47, March.
    11. BAGLIONE, Stephen L. & TUCCI, Louis A. & STANTON, John L., 2019. "Organic Food: Identifying Actionable Segments," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 9(1), pages 10-27, March.
    12. Bo Hou & Linhai Wu & Xiujuan Chen & Dian Zhu & Ruiyao Ying & Fu-Sheng Tsai, 2019. "Consumers’ Willingness to Pay for Foods with Traceability Information: Ex-Ante Quality Assurance or Ex-Post Traceability?," Sustainability, MDPI, vol. 11(5), pages 1-14, March.
    13. Syed Badruddoza & Andrea C. Carlson & Jill J. McCluskey, 2022. "Long‐term dynamics of US organic milk, eggs, and yogurt premiums," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 45-72, January.
    14. DeLong, Karen L. & Jensen, Kimberly L. & Upendram, Sreedhar & Eckelkamp, Elizabeth, . "Consumer Preferences for Tennessee Milk," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).
    15. Carla Rodriguez-Sanchez & Ricardo Sellers-Rubio, 2020. "Sustainability in the Beverage Industry: A Research Agenda from the Demand Side," Sustainability, MDPI, vol. 13(1), pages 1-10, December.
    16. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    17. Schrock, Rebecca, 2010. "Determinants Of The Demand For Organic And Conventional Fresh Milk In Germany– An Econometric Analysis," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116387, European Association of Agricultural Economists.
    18. Lucio CECCHINI & Biancamaria TORQUATI & Massimo CHIORRI, 2018. "Sustainable agri-food products: A review of consumer preference studies through experimental economics," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 64(12), pages 554-565.
    19. Wen Lin, 2023. "The effect of product quantity on willingness to pay: A meta‐regression analysis of beef valuation studies," Agribusiness, John Wiley & Sons, Ltd., vol. 39(3), pages 646-663, July.
    20. Levan Elbakidze & Rodolfo M. Nayga Jr. & Hao Li & Chris McIntosh, 2014. "Value elicitation for multiple quantities of a quasi-public good using open ended choice experiments and uniform price auctions," Agricultural Economics, International Association of Agricultural Economists, vol. 45(2), pages 253-265, March.
    21. Katare, Bhagyashree & Yue, Chengyan & Hurley, Terrance M., 2013. "Consumer Willingness to Pay for Nano-packaged Food Products: Evidence from Experimental Auctions," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149676, Agricultural and Applied Economics Association.
    22. Jessica Bosseaux & Philippe Aurier & Alain François-Heude, 2019. "The Effects of Organic Label on Marketing Performance (Prices, Sales, and Margins) [Les Effets du Label Bio sur la Performance Marketing (Prix, ventes et marges)]," Post-Print hal-03079843, HAL.
    23. Raza, Syed Ali & Shah, Nida & Nisar, Wasay, 2019. "Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents," MPRA Paper 93570, University Library of Munich, Germany.
    24. Jasper Grashuis, 2021. "A price premium for the farmer‐owned label? A choice experiment with milk consumers in the Netherlands," Agribusiness, John Wiley & Sons, Ltd., vol. 37(4), pages 749-763, October.
    25. Herrington, Caitlin L. & Ortega, David L. & Maredia, Mywish K. & Reyes, Byron A., 2023. "Does Bid Quantity Matter? Comparing Farmer Willingness-to-Pay for Specified vs Open-Ended Quantities of Biofortified Bean and Maize Seed in a Non-hypothetical Field Experiment," 2023 Annual Meeting, July 23-25, Washington D.C. 335919, Agricultural and Applied Economics Association.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yiakoumi, Despina & Rouaix, Agathe & Phimister, Euan, 2022. "Evaluating capacity auction design for electricity: An experimental analysis," Energy Economics, Elsevier, vol. 115(C).
    2. Akaichi, Faical & Nayga, Rodolfo M. & Gil, José M., 2014. "Demand reduction in multi-unit auctions with varying number of bidders and units," Economics Letters, Elsevier, vol. 124(3), pages 443-445.
    3. Klijn, Flip & Pais, Joana & Vorsatz, Marc, 2019. "Static versus dynamic deferred acceptance in school choice: Theory and experiment," Games and Economic Behavior, Elsevier, vol. 113(C), pages 147-163.
    4. Ederer, Florian & Stremitzer, Alexander, 2017. "Promises and expectations," Games and Economic Behavior, Elsevier, vol. 106(C), pages 161-178.
    5. Bosch-Domènech, Antoni & Vriend, Nicolaas J., 2013. "On the role of non-equilibrium focal points as coordination devices," Journal of Economic Behavior & Organization, Elsevier, vol. 94(C), pages 52-67.
    6. Eva M. Krockow & Masanori Takezawa & Briony D. Pulford & Andrew M. Colman & Samuel Smithers & Toshimasa Kita & Yo Nakawake, 2018. "Commitment-enhancing tools in Centipede games: Evidencing European–Japanese differences in trust and cooperation," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 13(1), pages 61-72, January.
    7. Wendelin Schnedler & Nina Lucia Stephan, 2020. "Revisiting a Remedy Against Chains of Unkindness," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(3), pages 347-364, July.
    8. Kyung Hwan Baik & Subhasish M. Chowdhury & Abhijit Ramalingam, 2021. "Group size and matching protocol in contests," Canadian Journal of Economics/Revue canadienne d'économique, John Wiley & Sons, vol. 54(4), pages 1716-1736, November.
    9. Radu, Vranceanu & Besancenot, Damien & Dubart, Delphine, 2013. "Can Rumors and Other Uninformative Messages Cause Illiquidity ?," ESSEC Working Papers WP1309, ESSEC Research Center, ESSEC Business School, revised Jun 2014.
    10. Basteck, Christian & Klaus, Bettina & Kübler, Dorothea, 2021. "How lotteries in school choice help to level the playing field," Games and Economic Behavior, Elsevier, vol. 129(C), pages 198-237.
    11. Ertac, Seda & Gumren, Mert & Gurdal, Mehmet Y., 2020. "Demand for decision autonomy and the desire to avoid responsibility in risky environments: Experimental evidence," Journal of Economic Psychology, Elsevier, vol. 77(C).
    12. David J. Cooper & Krista Saral & Marie Claire Villeval, 2021. "Why Join a Team?," Management Science, INFORMS, vol. 67(11), pages 6980-6997, November.
    13. Robert Gazzale & Julian Jamison & Alexander Karlan & Dean Karlan, 2013. "Ambiguous Solicitation: Ambiguous Prescription," Economic Inquiry, Western Economic Association International, vol. 51(1), pages 1002-1011, January.
    14. Zakaria Babutsidze & Nobuyuki Hanaki & Adam Zylbersztejn, 2019. "Digital Communication and Swift Trust," Post-Print halshs-02409314, HAL.
    15. Morone, A. & Morone, P. & Germani, A.R., 2014. "Individual and group behaviour in the traveler's dilemma: An experimental study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 49(C), pages 1-7.
    16. Falk Armin & Kosfeld Michael, 2012. "It's all about Connections: Evidence on Network Formation," Review of Network Economics, De Gruyter, vol. 11(3), pages 1-36, September.
    17. Wojciech Hardy & Michal Krawczyk & Joanna Tyrowicz, 2015. ""Thou shalt not leech" Are digital pirates conditional cooperators?," Working Papers 2015-26, Faculty of Economic Sciences, University of Warsaw.
    18. Galliera, Arianna, 2018. "Self-selecting random or cumulative pay? A bargaining experiment," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 72(C), pages 106-120.
    19. Kamei, Kenju, 2016. "Information Disclosure and Cooperation in a Finitely-repeated Dilemma: Experimental Evidence," MPRA Paper 75100, University Library of Munich, Germany.
    20. Delaney, Jason & Jacobson, Sarah, 2014. "Those outsiders: How downstream externalities affect public good provision," Journal of Environmental Economics and Management, Elsevier, vol. 67(3), pages 340-352.

    More about this item

    Keywords

    Agribusiness; Consumer/Household Economics; Demand and Price Analysis; Marketing; Research Methods/ Statistical Methods;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aaea10:60982. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aaeaaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.