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The Impacts of Taste, Location of Origin, and Health Information on Market Demand for Sweet Potatoes

Author

Listed:
  • Nalley, Lawton Lanier
  • Hudson, Darren
  • Parkhurst, Gregory M.

Abstract

Location of product origin is an often-used marketing device by retailers. This approach is based on the assumption that location of origin signals something to consumers about the underlying quality (or other attributes) of the product. This can be an effective strategy if the signal matches the consumer valuation of the product after consumption. In the same vein, health advertising is used to increase demand for a product that exhibits "healthy" dietary attributes. While there have been numerous studies examining the potential impacts of these attributes on demand, there have been few rigorous studies that examine the consistency of consumer valuations of location of origin before and after they have actually consumed the product (or before and after health advertising). Results show that knowledge of location of origin of sweet potatoes does have an impact on consumer valuation. It was also found that both the information from the taste attribute (experience) and the health attribute (credence) played a significant role in participant valuation.

Suggested Citation

  • Nalley, Lawton Lanier & Hudson, Darren & Parkhurst, Gregory M., 2004. "The Impacts of Taste, Location of Origin, and Health Information on Market Demand for Sweet Potatoes," Research Reports 15791, Mississippi State University, Department of Agricultural Economics.
    • Handle: RePEc:ags:missrr:15791
    DOI: 10.22004/ag.econ.15791
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    Cited by:

    1. Mwiti, Florine Karuru & Okelo, Julius & Munei, Kimpei, 2015. "Assessment Of Willingness To Pay For Quality Sweetpotato Planting Materials: The Case Of Smallholder Farmers In Tanzania," Dissertations and Theses 269713, University of Nairobi, Department of Agricultural Economics.
    2. Julieta Alejandra Rodriguez & Elsa Mirta Margarita Rodr?guez & Beatriz Lup?n, 2020. "Consumers? assessment of labelled and packaged fresh potato: Evidence from Experimental Auctions," Economia agro-alimentare, FrancoAngeli Editore, vol. 22(3), pages 1-19.

    More about this item

    Keywords

    Food Consumption/Nutrition/Food Safety;

    JEL classification:

    • C9 - Mathematical and Quantitative Methods - - Design of Experiments

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