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Consumers’ Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears

Author

Listed:
  • Huifang Zhang
  • Karina Gallardo
  • Eugene Kupferman

    (School of Economic Sciences, Washington State University)

Abstract

Ethylene treatment has proven an effective way to shorten the postharvest period required for winter Anjou pears to ripen and allows market availability year round. However, the eating quality of pears may vary under different treatments. A sensory experiment and a consumer survey including valuation, assessments of sensory characteristics, purchasing habits, and demographics were conducted. Analysis indicates that the treatment-induced eating quality significantly affects consumers’ willingness to pay (WTP). Mean WTP for each treatment indicates that consumers prefer the pears with a 6-day treatment and on average are willing to pay a premium of $0.25/pound compared to the market price.

Suggested Citation

  • Huifang Zhang & Karina Gallardo & Eugene Kupferman, 2009. "Consumers’ Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears," Working Papers 2009-14, School of Economic Sciences, Washington State University.
    • Handle: RePEc:wsu:wpaper:gallardo-2
    as

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    File URL: http://www.ses.wsu.edu/PDFFiles/WorkingPapers/Gallardo/WorkingPaper_14_ConsumersWTPTreatmentInduced.pdf
    File Function: First version, 2009
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    More about this item

    Keywords

    Pears; Sensory; Willingness to pay;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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