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Consumer Acceptance and Willingness to Pay for Blueberry Products with Nonconventional Attributes

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  • Hu, Wuyang
  • Woods, Timothy
  • Bastin, Sandra

Abstract

Consumer acceptance and willingness to pay for three nonconventional attributes associated with six processed blueberry products was examined through an in-store conjoint experiment survey. Both credence and experience attributes were considered, including whether the products were produced locally, and whether they were organic or sugar-free. The results indicate heterogeneity in consumer preference and willingness to pay for different attributes across product categories. Local products and organic formulations generally received positive willingness to pay across all products. This information has implications for blueberry growers and retailers who are trying to create and position value-added products for maximum revenue.

Suggested Citation

  • Hu, Wuyang & Woods, Timothy & Bastin, Sandra, 2009. "Consumer Acceptance and Willingness to Pay for Blueberry Products with Nonconventional Attributes," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 41(1), pages 47-60, April.
    • Handle: RePEc:cup:jagaec:v:41:y:2009:i:01:p:47-60_00
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    References listed on IDEAS

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    1. Robert J. Johnston & Joshua M. Duke, 2007. "Willingness to Pay for Agricultural Land Preservation and Policy Process Attributes: Does the Method Matter?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(4), pages 1098-1115.
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    More about this item

    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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