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The Use of Wireless Capability at Farmers Markets: Results from a Choice Experiment Study

Author

Listed:
  • R. Karina Gallardo
  • Aaron Olanie
  • Rita Ordonez
  • Marcia Ostrom

    () (School of Economic Sciences, Washington State University)

Abstract

One alternative for farmers’ markets to increase sales and expand the customer base is to implement wireless capability (credit and debit card, and electronic benefits transfer readers) at the markets. We estimate the value farmers’ markets managers and vendors posit on wireless machines attributes, and the values customers posit on markets’ features. The quality of the wireless machine technology and the machine provider customer service are the most important attributes for, respectively, managers and vendors. Consumers are willing to pay premium prices at farmers’ markets where this technology is available. This information is useful to policy makers and wireless machine providers to implement wireless capability at farmers markets.

Suggested Citation

  • R. Karina Gallardo & Aaron Olanie & Rita Ordonez & Marcia Ostrom, 2013. "The Use of Wireless Capability at Farmers Markets: Results from a Choice Experiment Study," Working Papers 2013-07, School of Economic Sciences, Washington State University.
  • Handle: RePEc:wsu:wpaper:gallardo-8
    as

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    File URL: http://faculty.ses.wsu.edu/WorkingPapers/Gallardo/WP2013-7.pdf
    File Function: First version, 2013
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    References listed on IDEAS

    as
    1. Cheryl Brown & Stacy Miller, 2008. "The Impacts of Local Markets: A Review of Research on Farmers Markets and Community Supported Agriculture (CSA)," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1298-1302.
    2. Ferrini, Silvia & Scarpa, Riccardo, 2007. "Designs with a priori information for nonmarket valuation with choice experiments: A Monte Carlo study," Journal of Environmental Economics and Management, Elsevier, vol. 53(3), pages 342-363, May.
    3. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D., 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304, October.
    4. Carlos E. Carpio & Olga Isengildina-Massa, 2009. "Consumer willingness to pay for locally grown products: the case of South Carolina," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 412-426.
    5. Joshua D. Detre & Tyler B. Mark & Ashok K. Mishra & Arun Adhikari, 2011. "Linkage between direct marketing and farm income: a double‐hurdle approach," Agribusiness, John Wiley & Sons, Ltd., vol. 27(1), pages 19-33, Winter.
    6. Wiktor Adamowicz & Peter Boxall & Michael Williams & Jordan Louviere, 1998. "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments and Contingent Valuation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(1), pages 64-75.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    farmers markets; sales; wireless capability;

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy

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