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Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey

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  • Hu, Wuyang
  • Woods, Timothy A.
  • Bastin, Sandra
  • Cox, Linda J.
  • You, Wen

Abstract

This study offers insights on consumer acceptance and willingness to pay for three value-added blueberry products. A modified payment card approach was used. The analytical framework adopted allows the researcher to attach straightforward economic interpretation to the estimated impacts of willingness to pay factors. Results show consumer socio-economic characteristics are important determinants but play different roles depending on the products. Information on health benefits may also be important. However, it is found that outside information or consumer self-stated awareness of blueberries’ health benefits have different impacts. These impacts may function as substitutes rather than complements to each other.

Suggested Citation

  • Hu, Wuyang & Woods, Timothy A. & Bastin, Sandra & Cox, Linda J. & You, Wen, 2011. "Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 43(2), pages 1-16, May.
    • Handle: RePEc:ags:joaaec:104617
    DOI: 10.22004/ag.econ.104617
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    2. Dolgopolova, Irina & Teuber, Ramona, 2016. "Consumers’ Willingness-to-pay for Health-enhancing Attributes in Food Products: A Meta-analysis," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235390, Agricultural and Applied Economics Association.
    3. Hu, Yang & House, Lisa A. & Gao, Zhifeng, 2022. "How do consumers respond to labels for crispr (gene-editing)?," Food Policy, Elsevier, vol. 112(C).
    4. Farr, Marina & Stoeckl, Natalie & Alam Beg, Rabiul, 2014. "The non-consumptive (tourism) ‘value’ of marine species in the Northern section of the Great Barrier Reef," Marine Policy, Elsevier, vol. 43(C), pages 89-103.
    5. Zhou, Li & Turvey, Calum G. & Hu, Wuyang & Ying, Ruiyao, 2016. "Fear and trust: How risk perceptions of avian influenza affect Chinese consumers’ demand for chicken," China Economic Review, Elsevier, vol. 40(C), pages 91-104.
    6. Fang, Yingkai & Asche, Frank & Gao, Zhifeng, 2020. "Can ecolabel certifications for restaurants influence consumer choices away from home?," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304268, Agricultural and Applied Economics Association.
    7. Drichoutis, Andreas C. & Lusk, Jayson L. & Pappa, Valentina, 2016. "Elicitation formats and the WTA/WTP gap: A study of climate neutral foods," Food Policy, Elsevier, vol. 61(C), pages 141-155.
    8. Erpeng Wang & Zhifeng Gao, 2017. "Chinese Consumer Quality Perception and Preference of Traditional Sustainable Rice Produced by the Integrated Rice–Fish System," Sustainability, MDPI, vol. 9(12), pages 1-13, December.
    9. Shi, Lijia & Gao, Zhifeng & Chen, Xuqi, 2014. "The cross-price effect on willingness-to-pay estimates in open-ended contingent valuation," Food Policy, Elsevier, vol. 46(C), pages 13-21.
    10. Wei, Xiaohan & Chen, Xuqi & Gao, Zhifeng & Jensen, Kimberly L. & Yu, Tun-Hsiang & DeLong, Karen L., 2020. "The Reference Price Effect on Willingness-to-Pay Estimates: Evidence from Eco-labeled Food Products," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304573, Agricultural and Applied Economics Association.
    11. Jian Li & Ping Qing & Wuyang Hu & Minglai Li, 2022. "Contract farming, community effect, and farmer valuation of biofortified crop varieties in China: The case of high‐zinc wheat," Review of Development Economics, Wiley Blackwell, vol. 26(2), pages 1035-1055, May.
    12. Katuwal, Hari & Venn, Tyron J. & Paveglio, Travis & Prato, Tony, 2015. "Effects of Information Framing and Information Seeking Behavior on Willingness-to-pay for a Wildfire Management Program," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205645, Agricultural and Applied Economics Association.
    13. Zhou, Li & Turvey, Calum & Hu, Wuyang & Ying, Ruiyao, 2015. "Fear and Trust: How Risk Perceptions of Avian Influenza Affect the Demand for Chicken," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 202077, Agricultural and Applied Economics Association.
    14. Jaqueline Garcia-Yi, 2014. "Identification of Dried Native Chili Markets in the International Tourism Sector in Peru: An Open-Ended Contingent Valuation Study," Sustainability, MDPI, vol. 6(2), pages 1-14, February.
    15. Veenarat Ut-tha & Pai-Po Lee & Rebecca Chung, 2021. "Willingness to Pay for Sustainable Coffee: A Case of Thai Consumers," SAGE Open, , vol. 11(4), pages 21582440211, October.
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    More about this item

    Keywords

    Food Consumption/Nutrition/Food Safety; Marketing;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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