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Consumers’ valuation of national versus foreign varieties of tomatoes: results of a contingent valuation study in Portugal

  • Anabela Botelho

    ()

    (Universidade do Minho, NIMA)

  • Isabel Dinis
  • Lina Sofia Lourenço-Gomes

    ()

    (University of Trás-os-Montes and Alto Douro)

  • Jorge Moreira

    (CERNAS, Instituto Politécnico de Coimbra, Escola Superior Agrária de Coimbra)

  • Lígia Costa Pinto

    ()

    (Universidade do Minho, NIMA)

The identification and characterization of consumers’ preferences for agricultural products may constitute a valuable tool for producers in identifying market niches for their current production and to plan activity choice for the future. Traditional varieties of fruits and vegetables have been subject to some scrutiny in this respect. However, but for a few studies, consumers’ preferences for tomatoes have rarely been studied. Using the contingent valuation methodology applied to a panel of six different varieties of tomatoes (three national varieties, and three foreign varieties), the present paper provides evidence concerning the most relevant determinants of consumers’ willingness to pay, controlling for place and mode of production of the tomatoes’ varieties. In addition, the study elicits consumers’ rating of these varieties with respect to appearance, taste, smell and texture. Based on our multivariate results, the estimated market price premium for national varieties of tomatoes is 35% relatively to foreign varieties.

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Paper provided by Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho in its series NIMA Working Papers with number 56.

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Length: 17 pages
Date of creation: Jan 2014
Date of revision:
Handle: RePEc:nim:nimawp:56/2014
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  1. Robert D. Weaver & David J. Evans & A. E. Luloff, 1992. "Pesticide use in tomato production: Consumer concerns and willingness-to-pay," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 131-142.
  2. Kim Darby & Marvin T. Batte & Stan Ernst & Brian Roe, 2008. "Decomposing Local: A Conjoint Analysis of Locally Produced Foods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 476-486.
  3. Boccaletti, Stefano & Nardella, Michele, 2000. "Consumer Willingness To Pay For Pesticide-Free Fresh Fruit And Vegetables In Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 3(03).
  4. Chung L. Huang & Biing-Hwan Lin, 2007. "A Hedonic Analysis of Fresh Tomato Prices among Regional Markets," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 29(4), pages 783-800.
  5. Loureiro, Maria L. & Hine, Susan E., 2002. "Discovering Niche Markets: A Comparison Of Consumer Willingness To Pay For Local (Colorado Grown), Organic, And Gmo-Free Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(03), December.
  6. Carpio, Carlos E. & Isengildina-Massa, Olga, 2008. "Consumer Willingness to Pay for Locally Grown Products: The Case of South Carolina," 2008 Annual Meeting, February 2-6, 2008, Dallas, Texas 6815, Southern Agricultural Economics Association.
  7. Anabela Botelho & Lina Sofia Lourenço-Gomes & Lígia Costa Pinto, 2013. "Consumer preferences for apple: Comparing the results of contingent valuation method and a real purchasing situation," NIMA Working Papers 51, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho.
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