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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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    6. 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.
    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.
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    9. 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.
    10. Kokthi, Elena & Canco, Irina & Topulli, Eneida, 2021. "Whose salad is organic? An attribute segmentation perspective-evidence from Albania," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 23(2), July.
    11. Ebad Allah Jahanabadi & Seyed Nematolla Mousavi & Mohammad Hashem Moosavihaghighi & Mohammad Reza Eslami, 2024. "Consumers’ willingness to pay for antibiotic-free chicken meat: application of contingent valuation method," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(10), pages 25151-25172, October.
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    13. Hu, Yang & House, Lisa A. & Gao, Zhifeng, 2022. "How do consumers respond to labels for crispr (gene-editing)?," Food Policy, Elsevier, vol. 112(C).
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    15. 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.
    16. 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.
    17. 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.

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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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