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Estimating restaurant willingness to pay for local beef

Author

Listed:
  • Lettie C. McKay
  • Karen L. DeLong
  • Kimberly L. Jensen
  • Andrew P. Griffith
  • Christopher N. Boyer
  • Dayton M. Lambert

Abstract

We suggest an approach for estimating restaurant willingness to pay (WTP) for local foods. Using a telephone survey of Tennessee restaurants and the contingent valuation method, we estimate restaurant WTP for Tennessee Certified Beef (TCB). Probit regressions were used to determine the factors associated with restaurant decisions to purchase TCB ground beef and sirloin steak. Beef price was negatively associated with restaurant adoption of TCB. Restaurants that were located in a city, located in the eastern region of Tennessee, offered local foods, and had a higher percentage of adults as clientele were more likely to purchase TCB ground beef. A restaurant's decision to offer TCB sirloin steak was positively associated with locations in Middle Tennessee, if the restaurant offered local foods, and if managers placed importance on sustainability. This study contributes to understanding local food supply chains and provides a framework for future studies of restaurant WTP for local foods. [EconLit citation: Q130].

Suggested Citation

  • Lettie C. McKay & Karen L. DeLong & Kimberly L. Jensen & Andrew P. Griffith & Christopher N. Boyer & Dayton M. Lambert, 2019. "Estimating restaurant willingness to pay for local beef," Agribusiness, John Wiley & Sons, Ltd., vol. 35(4), pages 610-624, October.
    • Handle: RePEc:wly:agribz:v:35:y:2019:i:4:p:610-624
    DOI: 10.1002/agr.21605
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    References listed on IDEAS

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    1. Dobbs, Leah Moore & Jensen, Kimberly L. & Leffew, Megan Bruch & English, Burton C. & Lambert, Dayton M. & Clark, Christopher D., 2016. "Consumer Willingness to Pay for Tennessee Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.
    2. repec:oup:apecpp:v:40:y:2018:i:3:p:445-460. is not listed on IDEAS
    3. David A. Belsley, 1988. "A Guide to Using the Collinearity Diagnostics," Boston College Working Papers in Economics 190, Boston College Department of Economics.
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    2. Velandia, Margarita & Jensen, Kimberly & DeLong, Karen L. & Wszelaki, Annette & Rihn, Alicia, 2020. "Tennessee Fruit and Vegetable Farmer Preferences and Willingness to Pay for Plastic Biodegradable Mulch," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(3), November.
    3. DeLong, Karen L. & Jensen, Kimberly L. & Upendram, Sreedhar & Eckelkamp, Elizabeth, . "Consumer Preferences for Tennessee Milk," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).
    4. Lacy, Katherine & Ward, Ruby & Bordigioni, Malieka & Emm, Staci & Allen, Karin & Whyte, Anne, 2021. "Issues and Implications of New Conversations Around Meat Supply in the West," Western Economics Forum, Western Agricultural Economics Association, vol. 19(1), June.

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