scholarly journals A Choice Based Experiment of Community Supported Agriculture (CSA): A Valuation of Attributes

2018 ◽  
Vol 48 (1) ◽  
pp. 1-20 ◽  
Author(s):  
Qiushuo Yu ◽  
Ben Campbell ◽  
Yizao Liu ◽  
Jiff Martin
Keyword(s):  
Willingness To Pay ◽  
Choice Experiment ◽  
Online Survey ◽  
Risk Mitigation ◽  
Consumer Preference ◽  
Community Supported Agriculture ◽  
Organic Products

Community-supported agriculture (CSA) operators are becoming more innovative in their efforts to attract consumers to become CSA shareholders. Therefore, CSA operators must understand which attributes consumers value. Using an online survey of Connecticut consumers in conjunction with a choice experiment, we evaluate consumer preference and willingness to pay for various attributes, including risk mitigation. We find younger consumers are more likely to prefer CSAs with organic products, while a greater diversity of products in the CSA share will increase preference for a CSA for some consumers. Further, we find that consumers with and without CSA experience value the risk-mitigation attribute.

Analyzing German consumers’ willingness to pay for green electricity tariff attributes - a discrete choice experiment

2020 ◽  
Author(s):  
Michael Danne ◽  
Saramena Meier-Sauthoff ◽  
Oliver Musshoff
Keyword(s):  
Willingness To Pay ◽  
Discrete Choice Experiment ◽  
Discrete Choice ◽  
Choice Experiment ◽  
Online Survey ◽  
Renewable Energy Sources ◽  
Multinomial Logit Model ◽  
Green Energy ◽  
Green Electricity ◽  
Electricity Tariff

Abstract Background: In order to achieve an environmentally friendly and sustainable energy supply, it is necessary that this goal is supported by society. In different countries worldwide it has been shown that one way consumers want to support the energy transition is by switching to green electricity. However, few people make the leap from their intention to a buying decision. This study explores parameters that influence whether German consumers would hypothetically decide to switch to a green electricity tariff.Methods: A quota-representative online survey including a discrete choice experiment with 371 German private households was conducted in 2016. For the econometric analysis, a generalized multinomial logit model in willingness to pay space was employed, enabling the estimation of WTP values to be as realistic as possible.Results: The results show that consumers’ decision whether or not to make the switch to green energy is mainly influenced by the source of green energy, whether a person can outsource the switching process, and a person’s attitude towards the renewable energy sources levy that currently exist in Germany.Conclusions: The findings indicate that politics should focus on supporting wind and solar energy as German consumers prefer these sources over biogas. As the results suggest, the EEG levy is a reason why consumers have lower WTP for switching to a green tariff. Therefore a switching bonus with a specifically “framed” bonus in the amount of the current EEG levy could be a promising strategy for the increase of green energy tariff acceptance. Furthermore, attention should be given to psychological and behavioral aspects, as the results indicate that these factors influence the consumer’s choice for a green electricity tariff.JEL classifications: C23, C25, Q40, Q50

scholarly journals Consumer Preference and Willingness to Pay for Azaleas: Effect of State Labeling and Various Types of Retail Outlets

HortScience ◽  
2016 ◽  
Vol 51 (8) ◽  
pp. 1026-1030
Author(s):  
Madiha Zaffou ◽  
Benjamin L. Campbell
Keyword(s):  
Willingness To Pay ◽  
Online Survey ◽  
Latent Class ◽  
Latent Class Model ◽  
Consumer Preference ◽  
Class Model ◽  
Home Improvement ◽  
Retail Outlets ◽  
Locally Grown ◽  
The Impact

Over the last decade, there has been a move by many consumers to purchase locally grown products. Many studies have focused on food with limited studies examining plants. Using an online survey of Connecticut residents in conjunction with a choice experiment, we examine the impact of various attributes (e.g., local labeling, retail outlet, color, bloom, and price) on preference and willingness to pay (WTP) for azaleas. Results of the latent class model (LCM) indicate that only one of the latent classes, ≈43% of the sample, valued local labeling. Furthermore, the same class that valued local also preferred a nursery/greenhouse outlet over a home improvement center/mass merchandiser. Recommendations for the different retail outlets are given based on the results.

scholarly journals Consumer preference and willingness to pay for tomato juice

2018 ◽  
Vol 21 (8) ◽  
pp. 1167-1183 ◽  
Author(s):  
Yaozhou Zhu ◽  
Meng Shen ◽  
Charles A. Sims ◽  
Maurice R. Marshall ◽  
Lisa A. House ◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Online Survey ◽  
Consumer Preference ◽  
The United States ◽  
Tomato Juice ◽  
Purchase Intent ◽  
Purchase Decisions ◽  
Sensory Panel ◽  
Nation Wide Survey ◽  
Aroma Notes

Tomato juice has gained popularity in recent decades. However, little is known about tomato juice consumers in the United States. The goal of this research was to determine consumer attitudes towards current tomato juice offerings and willingness to pay for high flavor quality products. A sensory panel and a nation-wide survey were conducted to learn about consumer preference toward tomato juice consumption. A new “label”, including taste review ratings, was incorporated into a choice experiment to verify whether this information successfully assisted consumers in their purchase decisions. Both the sensory analysis and the consumer online survey showed a demand for tomato juice with better flavor. The results suggest that a premium quality tomato juice with fresh aroma notes and better taste made from a premium tomato will encourage consumer purchase intent. Consumers would be willing to pay up to 30% more if trusted taste review score information was provided.

scholarly journals Analyzing German consumers’ willingness to pay for green electricity tariff attributes: a discrete choice experiment

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
M. Danne ◽  
S. Meier-Sauthoff ◽  
O. Musshoff
Keyword(s):  
Willingness To Pay ◽  
Discrete Choice Experiment ◽  
Discrete Choice ◽  
Choice Experiment ◽  
Online Survey ◽  
Renewable Energy Sources ◽  
Multinomial Logit Model ◽  
Green Energy ◽  
Green Electricity ◽  
Electricity Tariff

Abstract Background In order to achieve an environmentally friendly and sustainable energy supply, it is necessary that this goal is supported by society. In different countries worldwide it has been shown that one way consumers want to support the energy transition is by switching to green electricity. However, few people make the leap from their intention to a buying decision. This study explores parameters that influence whether German consumers would hypothetically decide to switch to a green electricity tariff. Methods A quota-representative online survey including a discrete choice experiment with 371 German private households was conducted in 2016. For the econometric analysis, a generalized multinomial logit model in willingness-to-pay space was employed, enabling the estimation of WTP values to be as realistic as possible. Results The results show that consumers’ decision whether or not to make the switch to green energy is mainly influenced by the source of green energy, whether a person can outsource the switching process, and a person’s attitude towards the renewable energy sources levy that currently exist in Germany. Conclusions The findings indicate that politics should focus on supporting wind and solar energy as German consumers prefer these sources over biogas. As the results suggest, the EEG levy is a reason why consumers have lower WTP for switching to a green tariff. Therefore, a switching bonus with a specifically “framed” bonus in the amount of the current EEG levy could be a promising strategy for the increase of green energy tariff acceptance. Furthermore, attention should be given to psychological and behavioral aspects, as the results indicate that these factors influence the consumer’s choice for a green electricity tariff.

scholarly journals Consumers’ Willingness to Pay for Imported Milk: Based on Shanghai, China

2019 ◽  
Vol 17 (1) ◽  
pp. 244 ◽  
Author(s):  
Lingling Xu ◽  
Xixi Yang ◽  
Linhai Wu
Keyword(s):  
Willingness To Pay ◽  
Choice Experiment ◽  
Large Scale ◽  
Country Of Origin ◽  
Consumer Preference ◽  
Fat Content ◽  
Strong Preference ◽  
Scale Growth ◽  
Product Attributes ◽  
Nutrition Claims

Against the backdrop of the continuous large-scale growth of imported milk in China, in this research 310 consumers in Shanghai were used as a sample, and a choice experiment was conducted to study consumer preference and willingness to pay for imported milk. The following product attributes were included: nutrition claim, fat content, flavor, country of origin, and price. Our results show that, excepting price, consumers consider flavor the most important attribute, followed by nutrition claim, fat content, and country of origin. Consumers can be delineated into four segments based on consumer preference for the attributes of imported milk: “nutrition claim seekers” are willing to pay the highest price for imported milk with nutrition claims, “indifferent” consumers pay little attention to imported milk attributes, “flavor-oriented” consumers have a strong preference for strawberry-flavored imported milk, and “price-sensitive” consumers weigh the price when choosing imported milk.

scholarly journals The interaction relationships among agricultural certification labels or brands: evidence from Chinese consumer preference for fresh produce

2021 ◽  
pp. 1-18
Author(s):  
Yiqin Wang ◽  
Jingbin Wang ◽  
Dan Han ◽  
Shanshan Lv ◽  
Mo Chen ◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Choice Experiment ◽  
Fresh Produce ◽  
Consumer Preference ◽  
Additional Information ◽  
Certification System ◽  
Safety Certification ◽  
Chinese Consumer ◽  
Brand Strategies

China uses a multilevel agricultural certification system; however, its implications are not well understood. In this study, we used tomatoes as an example in a series of Becker-DeGroot-Marschak auction experiments to determine consumers’ willingness to pay (WTP) toward three safety certification labels and two kinds of brands. Then, based on the auction experiment results, we designed a menu-based choice experiment to assess the interaction relationships between the safety certification labels and brands. The results showed that consumers were generally willing to pay a premium for tomatoes with safety-certified labels (especially for organic labels) and brands (especially for the enterprise brand). Providing consumers with additional information regarding the certification remarkably improved their WTP for tomatoes with organic and green labels. The menu-based choice experiment suggested that the organic and green labels were found to be substitutes. In addition, organic and green labels could not substitute the enterprise brand, whereas the converse of this relationship was true. Finally, a mutual substitution relationship was observed between hazard-free label and enterprise brand. Our research enables producers to consider the interaction between certification strategies and brand strategies. Therefore, marketers and policymakers should take steps to promote and expand consumers’ knowledge on certification, as it could benefit the development of certified food.

scholarly journals Consumer preferences for the quality characteristics of sorghum grain in Eastern Uganda: A choice experiment approach

1970 ◽  
Vol 29 (4) ◽  
pp. 497-512
Author(s):  
K.M. Kakuru ◽  
F. Bagamba ◽  
P. Okori
Keyword(s):  
Grain Size ◽  
Willingness To Pay ◽  
Choice Experiment ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Sweet Taste ◽  
Quality Attributes ◽  
Quality Characteristics ◽  
Implicit Prices ◽  
Eastern Uganda

Sorghum (Sorghum bicolor) is an important staple food crop for millions of food insecure people in the Semi-Arid Tropics. However, the crop has not been fully exploited due to undesirable consumer characteristics. The objective of this study was to identify quality characteristics that consumers of sorghum prefer so as to increase its consumption in Uganda. Quality in this study was evaluated based on four sensory characteristics of atapa (atapa is a local name for sorghum paste in Eastern Uganda): colour, aroma, taste and texture; and grain size. A choice experiment was conducted to analyse consumer preferences for quality characteristics of atapa. The discrete choices obtained from the choice experiment were analysed using Mixed Logit models fitted in preference- and willingness to pay-space. Results revealed that sweet taste, good aroma, elastic texture and big grain size had positive effects on the consumer preference. In terms of magnitude, sweet taste had the largest effect on consumer preference followed by aroma. Grain size was important because consumers believed that the bigger the size, the more the flour that would be obtained after milling. None of the colours was found to be important; instead respondents associate the existing colours of different varieties with their known texture, taste and aroma. There were also significant positive implicit prices for the preferred (non-colour) attributes, implying that consumers were willing to pay a price premium for sweet taste, good aroma, elastic texture and big grain size. The highest premium would be paid for sweet taste (US$ 0.69) followed by good aroma (US$ 0.39). We also evaluated five hypothetical varieties (1, 2, 3, 4 and 5) based on the implicit prices of the individual attributes that constitute the varieties. We found out that varieties with a good taste, good aroma, elastic texture and big grain size had larger total willingness to pay values than those missing any of these attributes. We conclude that sweet taste and aroma and elastic texture are the most important quality attributes of atapa. Thus, we recommend to sorghum breeders to consider these quality attributes in their breeding programmes if consumption of sorghum-based foods is to increase.

scholarly journals Consumers’ willingness to pay for organic, clean label, and processed with a new food technology: an application to ready meals

2021 ◽  
pp. 1-18
Author(s):  
Azhar Uddin ◽  
R. Karina Gallardo
Keyword(s):  
Willingness To Pay ◽  
Online Survey ◽  
Latent Class ◽  
New Technology ◽  
Consumer Preference ◽  
Preference Assessment ◽  
Complete Information ◽  
Food Technology ◽  
Heterogeneous Preferences ◽  
Processing Technologies

Agri-food companies face the challenge that clean labels and organic are not possible for some processed foods – such as shelf-stable ready meals – with existing processing technologies. This study uses data collected via an online survey and estimates consumers’ willingness to pay for the attributes organic, clean label, and processed with a new food technology in a ready meal. Based on previous literature, one would expect that consumers who prefer a clean label would also prefer a product that is certified organic. However, it was found that consumers who frequently purchase ready meals, prefer a clean label over the organic certification. Results from a latent class analysis identified three classes of consumers within the sample of respondents, the pro-organic and clean label consumer, the pro-clean label and new technology, and the indifferent consumer. The classes of consumers identified in this study, showed heterogeneous preferences towards the organic and clean label attributions, which emphasizes the need to complement the consumer preference assessment with a segmentation analysis. Our findings highlight the importance of technological innovations and the need of presenting consumers with complete information on the new food technologies to mitigate potential neophobias due to unfamiliarity.

scholarly journals Consumer Preferences and Willingness to Pay for Potting Mix with Biochar

Energies ◽  
2021 ◽  
Vol 14 (12) ◽  
pp. 3432
Author(s):  
McKenzie Thomas ◽  
Kimberly L. Jensen ◽  
Dayton M. Lambert ◽  
Burton C. English ◽  
Christopher D. Clark ◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Online Survey ◽  
Product Information ◽  
Consumer Preferences ◽  
Market Potential ◽  
Marginal Costs ◽  
Consumer Demographics ◽  
Market Shares ◽  
Potential Market ◽  
Dedicated Energy Crops

Biochar is a co-product of advanced biofuels production from feedstocks including food, agricultural, wood wastes, or dedicated energy crops. Markets for soil amendments using biochar are emerging, but little is known about consumer preferences and willingness to pay (WTP) for these products or the depth of the products’ market potential for this product. This research provides WTP estimates for potting mix amended with 25% biochar, conditioned on consumer demographics and attitudes about product information labeling. Data were collected with an online survey of 577 Tennessee home gardeners. WTP was elicited through a referendum contingent valuation. Consumer WTP for an 8.81 L bag of 25% biochar potting mix is $8.52; a premium of $3.53 over conventional potting mix. Demographics and attitudes toward biofuels and the environment influence WTP. Biochar amounts demanded are projected for the study area’s potential market. Optimal prices, profits, and market shares are estimated across different marginal costs of producing biochar potting mix.

scholarly journals Investigating awareness, fear and control associated with norovirus and other pathogens and pollutants using best–worst scaling

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Kata Farkas ◽  
Emma Green ◽  
Dan Rigby ◽  
Paul Cross ◽  
Sean Tyrrel ◽  
...  
Keyword(s):  
Foodborne Pathogens ◽  
Online Survey ◽  
Risk Mitigation ◽  
Terrorist Attack ◽  
Gastrointestinal Diseases ◽  
Resistant Bacteria ◽  
Best Worst Scaling ◽  
Important Health ◽  
Health Need ◽  
Levels Of Control

AbstractPollutants found in the water and air environment represent an ever-growing threat to human health. Contact with some air-, water- and foodborne pathogens (e.g. norovirus) results in gastrointestinal diseases and outbreaks. For future risk mitigation, we aimed to measure people’s awareness of waterborne and foodborne norovirus relative to other environment-associated pollutants (e.g. pesticides, bioaerosols, antibiotic resistant bacteria) and well-known risks (e.g. diabetes, dementia, terrorist attack). We used an online survey, which included a best–worst scaling component to elicit personal levels of control and fear prompted by norovirus relative to 15 other risks. There was a negative correlation between levels of fear vs. control for all 16 measured risks. Perceived infection control levels were higher amongst women compared to men and correlated with age and the level of qualification in both groups. Participants who had sought advice regarding the symptoms caused by norovirus appeared to have more control over the risks. Norovirus is associated with high levels of fear, however, the levels of control over it is low compared to other foodborne illnesses, e.g. Salmonella. Addressing this deficit in the public’s understanding of how to control exposure to the pathogen in an important health need.

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