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Sensory Analysis and Willingness to Pay for Craft Cider

Author

Listed:
  • Tozer, Peter R.
  • Galinato, Suzette P.
  • Ross, Carolyn F.
  • Miles, Carol A.
  • McCluskey, Jill J.

Abstract

We conducted a blind tasting sensory evaluation experiment and a chemical analysis of four craft hard apple ciders from the Pacific Northwest of the USA. Using the sensory and demographic data collected during the experiment, we estimated the consumer willingness-to-pay (WTP), using a contingent valuation model. Overall liking, taste, and aroma, from the sensory evaluation, as well as age of the sampler and if the sampler was a cider drinker, contributed positively to the WTP. In contrast, if the subject was a beer drinker this reduced their WTP. From the chemical analysis we found that tannin level had a positive effect on WTP, but an increased level of sweetness, as part of a ratio of specific gravity to acid, decreased consumer WTP. (JEL Classifications: C91, D12, L66, Q13)

Suggested Citation

  • Tozer, Peter R. & Galinato, Suzette P. & Ross, Carolyn F. & Miles, Carol A. & McCluskey, Jill J., 2015. "Sensory Analysis and Willingness to Pay for Craft Cider," Journal of Wine Economics, Cambridge University Press, vol. 10(3), pages 314-328, December.
    • Handle: RePEc:cup:jwecon:v:10:y:2015:i:03:p:314-328_00
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    Cited by:

    1. Adane Tufa & Arega Alene & Hambulo Ngoma & Paswel Marenya & Julius Manda & Md Abdul Matin & Christian Thierfelder & David Chikoye, 2024. "Willingness to pay for agricultural mechanization services by smallholder farmers in Malawi," Agribusiness, John Wiley & Sons, Ltd., vol. 40(1), pages 248-276, January.
    2. Nguyen, Hanh Tien & Ariyawardana, Anoma & Ratnasiri, Shyama, 2020. "Forest plantation owners' willingness to pay for hybrid nursery stock: The case of Acacia hybrids in Central Vietnam," Forest Policy and Economics, Elsevier, vol. 116(C).
    3. Neill, Clinton L. & Lahne, Jacob, 2022. "Matching reality: A basket and expenditure based choice experiment with sensory preferences," Journal of choice modelling, Elsevier, vol. 44(C).
    4. Niklas, Britta, 2024. "The effect of South African wine certifications on price premiums and marginal costs: A two-stage hedonic approach," Economic Modelling, Elsevier, vol. 132(C).
    5. Eric Le Fur & Jean-Francois Outreville, 2022. "The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior," Post-Print hal-03932088, HAL.

    More about this item

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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