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Consumers’ Willingness-to-pay for Organic and Local Blueberries: A Multi-store BDM Auction Controlling for Purchase Intentions

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  • Shi, Lijia
  • House, Lisa
  • Gao, Zhifeng

Abstract

In this study, we conduct a series of BDM auctions at multiple marketing outlets to elicit consumers’ willingness-to-pay (WTP) for organic and local blueberries. We find that consumers’ attitudes and their reported valuation of organic and local production of blueberries vary across different types of marketing outlets. Participants’ purchase intentions are controlled in the auction process to see how participants’ purchase intentions for the auctioned product affect their partial bids (WTP for an additional attribute) as well as full bids (WTP for the auctioned product). The results suggest that purchase intention affects full bids, but not partial bids.

Suggested Citation

  • Shi, Lijia & House, Lisa & Gao, Zhifeng, 2012. "Consumers’ Willingness-to-pay for Organic and Local Blueberries: A Multi-store BDM Auction Controlling for Purchase Intentions," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124998, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea12:124998
    DOI: 10.22004/ag.econ.124998
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    1. Stewart, Hayden & Dong, Diansheng, 2018. "How strong is the demand for food through direct-to-consumer outlets?," Food Policy, Elsevier, vol. 79(C), pages 35-43.

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