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Consumer Preferences for “Made with Tennessee Milk” Processed Dairy Products

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  • Jensen, Kimberly L.
  • DeLong, Karen D.
  • Upendram, Sreedhar
  • Eckelkamp, Elizbeth
  • Yenerall, Jacqueline N.

Abstract

This study examines consumer willingness to pay (WTP) for a hypothetical logo on processed dairy products (cheese, butter, sour cream, ice cream, or yogurt), indicating the products are made in Tennessee using Tennessee milk. A survey of 381 Tennessee consumers elicited WTP for logoed processed dairy products using the contingent valuation method. Results show consumers’ WTP to be $2.61 more weekly for processed products bearing the Made with Tennessee Milk logo. Of those interested in buying the logoed processed dairy products, 13% would likely shop for the products at farmers’ markets or farm stands.

Suggested Citation

  • Jensen, Kimberly L. & DeLong, Karen D. & Upendram, Sreedhar & Eckelkamp, Elizbeth & Yenerall, Jacqueline N., 2022. "Consumer Preferences for “Made with Tennessee Milk” Processed Dairy Products," Journal of Food Distribution Research, Food Distribution Research Society, vol. 53(2), July.
    • Handle: RePEc:ags:jlofdr:339682
    DOI: 10.22004/ag.econ.339682
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    References listed on IDEAS

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    5. Regmi, Hari & Upendram, Sreedhar & Jensen, Kimberly L. & DeLong, Karen L., 2020. "Consumer Preferences for Dairy Products Logoed as Made with Tennessee Milk," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304273, Agricultural and Applied Economics Association.
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