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Estimating Restaurant Willingness to Pay for Local Beef

Author

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  • Griffith, Andrew P.
  • McKay, Lettie C.
  • DeLong, Karen L.
  • Jensen, Kimberly L.
  • Boyer, Christopher N.
  • Lambert, Dayton M.

Abstract

Two surveys have been conducted in Tennessee to evaluate consumer willingness to pay for beef with a Tennessee label (Dobbs et al. 2016; Merritt et al. 2018). However, no known Tennessee survey has contacted restaurants to estimate their demand for locally (Tennessee) produced foods. Thus, the goal of this publication is to convey the results of a restaurant survey that elicited restaurant willingness to pay (WTP) for steak and ground beef labeled hypothetically as Tennessee Certified Beef (TCB). The purpose of this publication is to provide information to cattle producers in Tennessee who may have an interest in marketing Tennessee-produced beef to restaurants. These results can also help assist these producers in targeting restaurants that have a higher likelihood and higher WTP for Tennessee-produced beef. This publication was adapted from McKay et al. (2019).

Suggested Citation

  • Griffith, Andrew P. & McKay, Lettie C. & DeLong, Karen L. & Jensen, Kimberly L. & Boyer, Christopher N. & Lambert, Dayton M., "undated". "Estimating Restaurant Willingness to Pay for Local Beef," Extension Reports 302735, University of Tennessee, Department of Agricultural and Resource Economics.
    • Handle: RePEc:ags:utaeer:302735
    DOI: 10.22004/ag.econ.302735
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    Cited by:

    1. Velandia, Margarita & Jensen, Kimberly & DeLong, Karen L. & Wszelaki, Annette & Rihn, Alicia, 2020. "Tennessee Fruit and Vegetable Farmer Preferences and Willingness to Pay for Plastic Biodegradable Mulch," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(3), November.
    2. Lacy, Katherine & Ward, Ruby & Bordigioni, Malieka & Emm, Staci & Allen, Karin & Whyte, Anne, 2021. "Issues and Implications of New Conversations Around Meat Supply in the West," Western Economics Forum, Western Agricultural Economics Association, vol. 19(01), June.
    3. DeLong, Karen L. & Syrengelas, Konstantinos G. & Grebitus, Carola & Nayga, Rodolfo M., 2021. "Visual versus Text Attribute Representation in Choice Experiments," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    4. 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).

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