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Assessing Consumer Willingness to Pay for Ground Bison Given Nutrition Information


  • Yang, Shang-Ho
  • Woods, Timothy A.


According to the USDA National Nutrient Database for bison, the bison nutrient benefits include higher protein level, lower calories, lower fat, and lower cholesterol compared to various commercial meats, like skinless-chicken, beef, pork, lamb, and salmon. This study investigates how consumers evaluate fresh ground bison in terms of their willingness to pay. Results show that the variation of consumer knowledge on bison nutrition contributes to different levels of willingness to pay. Implications from this study suggest enhancing consumers’ knowledge of bison products would increase the sale of bison products.

Suggested Citation

  • Yang, Shang-Ho & Woods, Timothy A., 2013. "Assessing Consumer Willingness to Pay for Ground Bison Given Nutrition Information," 2013 Annual Meeting, February 2-5, 2013, Orlando, Florida 143079, Southern Agricultural Economics Association.
  • Handle: RePEc:ags:saea13:143079
    DOI: 10.22004/ag.econ.143079

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    References listed on IDEAS

    1. Jacoby, Jacob & Chestnut, Robert W & Silberman, William, 1977. "Consumer Use and Comprehension of Nutrition Information," Journal of Consumer Research, Oxford University Press, vol. 4(2), pages 119-128, Se.
    2. Maria L. Loureiro & Azucena Gracia & Rodolfo M. Nayga, 2006. "Do consumers value nutritional labels?," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 33(2), pages 249-268, June.
    3. Sell, Randall S. & Bangsund, Dean A. & Leistritz, F. Larry, 2000. "Contribution Of The Bison Industry To The North Dakota Economy," Agricultural Economics Reports 23330, North Dakota State University, Department of Agribusiness and Applied Economics.
    4. Berning Joshua P & Chouinard Hayley H & McCluskey Jill J, 2008. "Consumer Preferences for Detailed versus Summary Formats of Nutrition Information on Grocery Store Shelf Labels," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 6(1), pages 1-22, August.
    5. McCluskey, Jill J. & Loureiro, Maria L., 2003. "Consumer Preferences And Willingness To Pay For Food Labeling: A Discussion Of Empirical Studies," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-8, November.
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    Cited by:

    1. Ran, Tao & Yue, Chengyan & Rihn, Alicia, 2015. "Are Grocery Shoppers of Households with Weight-Concerned Members Willing to Pay More for Nutritional Information on Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-18, November.
    2. Acey, Charisma & Kisiangani, Joyce & Ronoh, Patrick & Delaire, Caroline & Makena, Evelyn & Norman, Guy & Levine, David & Khush, Ranjiv & Peletz, Rachel, 2019. "Cross-subsidies for improved sanitation in low income settlements: Assessing the willingness to pay of water utility customers in Kenyan cities," World Development, Elsevier, vol. 115(C), pages 160-177.
    3. Qasmi, Bashir A. & Fausti, Scott W. & Underwood, Keith R., 2015. "Consumers' Preferences and Willingness to Pay for Ground Bison," Economics Research Papers 225645, South Dakota State University, Department of Economics.
    4. Gedikoglu, Haluk & Gedikoglu, Ayca & Clarke, Andrew D., 2016. "Consumers’ Preferences for Citrus Fiber-Added Ground Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(3), November.

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    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Marketing;
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