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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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    References listed on IDEAS

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    1. Davis, George C., 1993. "Consumer's Specie Knowledge and the Values of Natural Christmas Tree Characteristics," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 25(1), pages 266-277, July.
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    5. George C. Davis & Michael K. Wohlgenant, 1993. "Demand Elasticities from a Discrete Choice Model: The Natural Christmas Tree Market," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 75(3), pages 730-738.
    6. 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.
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