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Willingness to Pay for Retail Location and Product Origin of Christmas Trees

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  • Zaffou, Madiha
  • Campbell, Benjamin

Abstract

Christmas tree sales are considerable throughout the United States. Understanding the drivers of purchase for Christmas trees is critical for producers and stakeholders within states with tree production. Using data from a choice experiment in combination with latent class modeling, we find that tree height is important, but tree species is less important. Further, we show that local labeling does not influence all consumers. With respect to retail location, we show that nursery/greenhouse and choose-and-cut retail outlets are preferred by a majority of consumers but not by all consumers. Recommendations for the varying retail outlets are provided.

Suggested Citation

  • Zaffou, Madiha & Campbell, Benjamin, 2017. "Willingness to Pay for Retail Location and Product Origin of Christmas Trees," Agricultural and Resource Economics Review, Cambridge University Press, vol. 46(3), pages 464-478, December.
    • Handle: RePEc:cup:agrerw:v:46:y:2017:i:03:p:464-478_00
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    2. Hamlett, Cathy Ann & Herrmann, Robert O. & Warland, Rex H. & Zhao, Fengkun, 1989. "Christmas Tree Consumption Behavior: Natural Vs. Artificial," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 18(2), pages 1-5, October.
    3. Onozaka, Yuko & Nurse, Gretchen & Thilmany, Dawn D., 2010. "Local Food Consumers: How Motivations and Perceptions Translate to Buying Behavior," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 25(01), pages 1-6.
    4. Davis, George C., 1993. "Consumer'S Specie Knowledge And The Values Of Natural Christmas Tree Characteristics," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 25(01), pages 1-12, July.
    5. Peter Boxall & Wiktor Adamowicz, 2002. "Understanding Heterogeneous Preferences in Random Utility Models: A Latent Class Approach," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 23(4), pages 421-446, December.
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